Former Homebase and Asda marketing boss Chris McDonough to join L.L.Bean as chief brand officer

Former Asda and Homebase marketing chief Chris McDonough is set to take on the role of chief brand officer at L.L.Bean in Maine.

Chris McDonough joins LL Bean

McDonough, who exited Homebase in March after just four months following Australia's Westfarmers' acquisition of the retailer, will relocate to the US firm with his family to take on the newly created position, which will include joining its executive board. He will report to chief executive Stephen Smith.

As chief brand officer, he will oversee all marketing, e-commerce, brand and business-to-business communications alongside international plans.

Smith, who was a senior vice president at Walmart until 2015, said of the appointment: “Chris is recognized in the industry as an exceptional marketer and builder of brands. Where Chris has gone, stellar business results, strong brand clarity, well-developed teams and powerful customer relevance have followed. I hired and worked with Chris in the UK at Asda, and he stands out as one of the best marketers and leaders I’ve ever had on one of my teams. He is inquisitive, smart, thoughtful and fun. Those who have worked with Chris praise his leadership, bold and strategic thinking, and ability to inspire those around him. His direct, yet approachable leadership style will be a great fit with our organization as well as with my executive team.”

McDonough described the opportunity as "a huge privilege to join such an iconic American brand".

He added: "I've admired L.L.Bean for some time and share the values it holds dear. The promise it makes its customers of giving them a fair deal, and the guarantee that everything it produces is designed to last, are principles many retailers have forgotten. So when Steve approached me about this exciting opportunity it didn't take me long to make up my mind. I'm extremely proud to join the team and can't wait to get started."

Prior to joining Asda, McDonough also held roles at Muller UK & Ireland, Molson Coors and Mars Europe.

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