House of Fraser’s carousel of marketing leads has turned again, with chief customer officer David Walmsley departing after just 12 months in the role. The retailer said Paddy Earnshaw will up his responsibilities in the position of chief marketing officer.
Walmsley joined the retailer from M&S in August 2016, inheriting what he referred to as “theoretical” marketing strategy and a “confused” definition of the House of Fraser brand.
He replaced Andy Harding, who similarly quit after just one year in the chief customer officer role. Now interim chief customer officer at Mothercare, Harding was behind the creation of House of Fraser’s first dedicated ‘customer team’, but departed just weeks after orchestrating a restructure of the marketing department.
House of Fraser confirmed that the position has now been scrapped, and Earnshaw – previously the CCO of Doddle – will be given the title of chief marketing officer.
Joining on 30 October, he will be responsible for all online and offline marketing. The company said it hopes he will also be "instrumental" in the development of the department store’s ecommerce offering.
Earnshaw joins from Doddle where he spent three years after previously serving in marketing and customer roles at Travelex and Worldpay.
Alex Williamson, House of Fraser chief executive, said: “Paddy brings a wealth of digital, retail and online experience to House of Fraser and is one of the brightest, most innovative marketers in our sector with a strong track record of delivering results at pace.”
Earnshaw added: “I look forward to working with Alex and the executive team as we continue to build on our newly relaunched online business to deliver a best-in-class customer journey and keep innovating to stay ahead of the pack and further enhance the customer experience.”