Harrods has appointed Amanda Hill as its first chief marketing and customer officer, amid a wider shake-up of its digital team.
Hill will lead the overall brand strategy of Harrods, overseeing all marketing, communications, visual merchandising, CRM and customer service, digital, personal shopping and media campaigns and operations.
She joins from media group A&E Networks in New York, where she was chief marketing officer. Before that, she was chief brands officer for BBC Worldwide.
Alongside the appointment, the luxury department store has restructured its senior brand and digital teams.
Harrods has appointed Sarah Myler, who joins the business from PR company Freuds, as communications director.
Sandra Truesdale has been appointed as head of digital marketing, joining from Arcadia, where she held the same role. Jodie Blackbrough, former head of brand and customer marketing at Harvey Nichols, has been appointed head of online content.
Alexander Wells-Greco, head of visual merchandising, has been promoted to the role of creative visual director, to ensure “creative alignment across all in-store and experiential customer activity”.
Hill said: “Harrods is a brand steeped in 180 years of history, and in a culture of providing the best customer service and experience. The modern luxury customer is changing at a rapid pace and at Harrods there is a constant focus on remaining one step ahead of what our customers expect.”
Michael Ward, managing director of Harrods, added: “As we increasingly focus our business towards delivering unparalleled customer experience, Amanda’s vision will be integral towards building our strategy going forward. Her experience and valuable insight into today’s modern consumer will help us build on Harrods’ strong brand identity amongst our global customer base”.