Primark appoints new chief customer and digital officer

Primark has announced the appointment of Matt Houston as its new chief customer and digital officer.

He is set to replace outgoing CCO Michelle McEttrick who is leaving the firm after three years.

In this new role, Houston will be accountable for the end-to-end customer brand, uniting Primark’s customer and digital teams into one integrated function. He was previously group strategy and digital director and will also continue in this role.

Primark hopes that this alignment will ensure a “clear, consistent brand experience across all channels and customer touchpoints”.

Eoin Tonge, Interim CEO at Primark, said: “Bringing together our customer and digital teams creates a stronger, more integrated function that will unlock new opportunities for the Primark brand and play a key role in driving our international growth.

“Matt’s deep understanding of our business model, combined with the experience he brings from leading the Digital team, will help us build even stronger connections with our customers, creating value and accelerating growth.”

Houston added: “I’m excited to step into this role at such a pivotal time for Primark. Bringing together our customer and digital teams is a great opportunity to strengthen how we show up as one brand across every touchpoint. I’m looking forward to building on the strong foundations already in place to deepen customer engagement and help drive the next phase of growth for Primark.”