Wilko appoints Neil Feakins as customer insight and data director

Homeware retailer Wilko has appointed Neil Feakins as as its new customer insight and data director.

Feakins has expertise in both insight and data analytics from independent global marketing and media consultancy Ebiquity and industry experience in enabling propositions for customers.

This new role is expected to “rally existing Wilko teams to drive truly fact-based decisions” and further allow it to provide customers with “the right quality products at the right prices to free up hard working families to be the best they can be by sorting their needs at home”.

Neil will report into the family director of parent company Wilkinson Hardware Stores, Lisa Wilkinson and he will take on the role from 4 October.

This significant appointment comes shortly after Wilko announced two additional senior recruits. Alex Russo will be joining its senior management team as chief financial officer and executive board director for Wilkinson Hardware Stores and Craig McGregor has joined as retail director of Wilko Retail.

Wilkinson said: “This is a great appointment for Wilko and further demonstrates our commitment to becoming a business more focussed on making products our customers tell us they need. As we prepare for our centenary year in 2030, we have set ourselves some new goals to work towards and are committed to making sure we have the right leadership, skills and experience in place to make this happen.”

She added: “We are pleased to be building such a strong leadership team across our entire business and having worked closely with Neil over the past few years I’m delighted he has chosen to join the team and that he will now be even more closely involved in driving our transformation.”