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Exclusive: Missguided taps Shop Direct for CCO hire

Shop Direct group marketing director Kenyatte Nelson has been appointed as chief customer officer at Missguided, Drapers can reveal.

It is understood he will join the business in spring 2018 and will focus on customer proposition, customer communication and strategy. 

He is the third Shop Direct executive to defect to the fast fashion etailer in recent weeks.

Missguided hired former Shop Direct deputy chief executive Gareth Jones as CEO of online in September, as exclusively revealed by Drapers.

Jones’s appointment was closely followed by former Shop Direct group ecommerce director Jonathan Wall, who took up the role of chief digital officer at Missguided.

Nelson joined Shop Direct in 2015, where he has overseen brand development through marketing, PR, social media, customer acquisition, creative and art direction as well as photography and videography.

v by very london fashion week party kenyatte nelson marketing director shop direct group and daisy lowe

Kenyatte Nelson and Daisy Lowe attending V by Very’s London Fashion Week party in 2016

Before that he worked at Procter & Gamble for five years as global communications leader of its prestige division, where he oversaw external communications strategies for Gucci, Dolce & Gabbana and Escada.

He held several other positions at Procter & Gamble from 2001-2010, comprising US and global business leader roles for hair care brands including Clairol Nice & Easy, Aussie and Pantene.

From 2002 to 2015, Nelson used his annual leave from these to work as business strategy and product innovation consultant for brands including Pepsi, Delta Airlines, Crayola, Absolut Vodka and Pizza Hut.

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