Frasers Group CMO exits amid marketing team restructure

Frasers Group chief marketing officer Beckie Stanion has left her post amid a restructure of the company’s marketing team, leaving 20 jobs at risk, according to Drapers.

The company stated this move aims to “improve operational efficiency and delivery across all areas of marketing functions” and the business has launched a consultation period for the impacted employees.

The group’s marketing team, based at its London office, is understood to employ about 80 people in total.

Stanion joined Frasers in May 2022 and was responsible for the brand direction and marketing for Flannels, Sports Direct, USC, House of Fraser and Frasers.

She previously held the same position for Sports Direct between 2020 and 2022.

Frasers stated in a letter seen by Drapers: “As our business continues to evolve, so must our approach to how we operate. We have developed our business model over the last 18 months to better underpin our Sports, Premium and Luxury strategic pillars, leading to improved levels of brand engagement under the leadership of our pillar MDs.

“We, and our group companies, have spent the last few weeks undertaking a review of our marketing structure and ways of working, with the intention of better aligning our marketing capability and approach under this model, whilst also improving our operational efficiency and delivery across all areas of our marketing functions.”

This news comes as part of a wider restructuring of the business which has seen 200 roles at the group’s head offices in Shirebrook and London axed.

Moreover, more than 100 jobs were scrapped at its Manchester head office, as well as 90 jobs cut following the acquisition of 14 businesses from JD Sports at the start of the year.