House of Fraser’s fledgling ‘customer team’ given boost with new hires

House of Fraser has shuffled its recently created customer team, making two new appointments including a director of digital product and a newly-created director of customer insight.

From 1 March, Sarah Baillie will take on responsibility for leading the improvements to House of Fraser’s digital proposition including management of the customer experience teams.

Meanwhile, Maddie Melson has been promoted to the new position of director of customer insight. She will run the fledgling division, which was developed at the end of 2015 with a view to making the retailer more consumer-centric.

Andy Harding, chief customer officer said both would be key members of the growing customer team.

The hires arrive as Mark Madden, who temporarily led the digital product team, departs.

Madden’s primary objective during his six-month contract with House of Fraser was to mentor Baillie up to director level while setting up the operating model for the digital product team and the ongoing development of the web platform

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