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House of Fraser appoints new digital and customer directors

House of Fraser has promoted Sarah Baillie to the role of director of digital product and Maddie Melson to the new position of director of customer insight, both effective March 1.

House of Fraser

House of Fraser

House of Fraser

Baillie, who was previously head of digital product manage;ment, will be responsible for the digital product management, project office and customer experience teams. She replaces Mark Madden, who joined the firm in a temporary role and whose contract ends at the end of this month.

Melson will run the new customer insight department which was developed at the end of 2015 as part of the department store group’s customer-centric restructure. She will lead the initiative of “putting the customer first”.

Andy Harding, chief customer officer, said: “They are key members of our customer team, created in 2015 as part of our pioneering restructure. We wish them both the very best in their new roles. I would also like to take this opportunity to thank Mark for the huge contribution that he has made to the business in the six months that he has been here. We wish him our best for his future endeavours.”

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