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Published
Aug 11, 2022
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Primark creates customer chief role, names Michelle McEttrick to post

Published
Aug 11, 2022

Primark has named Michelle McEttrick to the newly-created position of Chief Customer Officer, joining in mid-September, “with the remit to further develop the Primark brand and customer strategy as the business continues its expansion across new markets, channels and products”.


Photo, Sandra Halliday



She’ll report direct to CEO Paul Marchant and will take overall responsibility for the brand, including all marketing and customer communications, customer insight and its sustainability strategy, Primark Cares.

McEttrick is “a highly experienced brand and marketing leader” and has held senior roles across a range of industries. She was most recently Group Brand and Proposition Director at Tesco for six years.

She joined Tesco from Barclays where she was MD of Group Brand & Marketing, and prior to that she spent four years as a Business Director at global ad agency Bartle Bogle Hegarty. Born in the US, she began her career in agencies including a seven-year stint at McCann Erickson in Seattle.

Marchant said the company sees “huge opportunities for growth and the way we position our brand and engage customers, to increase loyalty and win new fans will be critical to our success. Michelle brings a broad set of skills and experience that I believe will be invaluable as we grow the brand for the future.”

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