Alford brings over 20 years of international business experience in technology and joins the retailers executive team alongside Nigel Oddy (CEO), Richard Collyer (CFO), Clare Dobbie (chief customer officer) and Helen Connolly (chief commercial officer).
He will work closely with the executive team to drive New Look’s omnichannel strategy forward and will be responsible for the company’s technology investment, engineering and IT functions.
Alford joins New Look from BP where he last held the position of VP and CIO digital transformation. Prior to BP, where he worked for over 15 years, he worked at Accenture for over a decade focusing on executing strategic transformation.
He said: “Looking ahead, there is a significant opportunity to further strengthen New Look’s digital and omnichannel capabilities and I look forward to working with Nigel and the wider team to help drive that strategic priority forward.”
Oddy added: “I am delighted to welcome Ed to New Look. He brings a wealth of highly relevant experience and expertise, and will be a valuable addition as we continue to drive forward our omnichannel strategy. As stores begin to reopen in the UK, we look ahead with measured optimism.”