John Lewis has a new chief customer officer

What: John Lewis appoints former M&S marketing director Anna Braithwaite as chief customer officer to revitalise its core brand promise of quality, value and service across all channels.

Why it is important: The appointment comes at a crucial time in John Lewis's transformation journey, following its £800 million investment in retail infrastructure and the successful revival of its "Never Knowingly Undersold" pledge, demonstrating the retailer's commitment to strengthening its customer proposition.

John Lewis has appointed Anna Braithwaite as its new chief customer officer, effective from October 2025, following her successful tenure as marketing director at Marks & Spencer. In her new role, Braithwaite will be responsible for managing John Lewis's marketing and customer experience across all channels, with a particular focus on reinvigorating the retailer's fundamental promise of quality, value, and service. Executive director Peter Ruis emphasised Braithwaite's deep understanding of the John Lewis brand and her customer-centric approach as key factors in her appointment. Her extensive retail experience, including previous positions at Tesco, F&F, Hobbs, and John Lewis itself, positions her well to lead the department store's customer and marketing strategy. The appointment represents a significant return to John Lewis for Braithwaite, who will take up the position following the completion of a non-compete period

IADS Notes: The appointment of Anna Braithwaite as chief customer officer in June 2025 marks a significant step in John Lewis's customer experience transformation. Following the September 2024 revival of the "Never Knowingly Undersold" pledge, which drove a 55% increase in website visits, and October 2024's announcement of an £800 million investment in retail infrastructure, this appointment reinforces the retailer's commitment to modernising its customer approach. The timing is particularly relevant as John Lewis has recently enhanced its digital capabilities, including the February 2025 launch of AI-powered price matching across 25 major competitors. This strategic hire builds upon other customer experience initiatives, such as the successful implementation of new technology investments worth £6 million for digital headsets and mobile payment solutions, demonstrating the retailer's comprehensive approach to blending traditional service values with modern retail innovation.