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Exclusive: White Stuff appoints customer director

White Stuff has appointed Boden’s global brand director, Penny Herriman, as its new customer director, Drapers can reveal.

At White Stuff Herriman will lead all aspects of the brand’s customer strategy, marketing and creative. She will sit on the executive team and report directly to CEO Jo Jenkins.

Herriman has worked at Boden for the last five years and is credited with driving growth through international markets and digital.

Before working at Boden, Herriman spent more than 20 years working in and running advertising and digital agencies.

Herriman said: “Jo is putting together a top leadership team, which is ambitious and focused on making White Stuff a stand-out brand that truly excites its customers. I’m thrilled to be part of it and can’t wait to get stuck in.”

Jenkins added: “Penny’s reputation and proven track record demonstrates her passion for driving customer-centric brands. Her wealth of experience in leading business transformation will be a huge asset in driving our growth and ensuring our brand is highly exciting for our customers at every touchpoint.”

Jenkins joined White Stuff last spring from Marks & Spencer, where she was director of clothing and beauty. 

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