Primark appoints chief customer and digital officer

Primark has named Matt Houston as chief customer and digital officer.

Houston will now be responsible for the full customer brand, bringing together Primark’s customer and digital teams into one function.

Before this, Houston was group strategy and digital director, leading Primark’s digital function and delivering its strategy.

This included expanding the digital marketing team, relaunching Primark’s customer website, and rolling out Click and Collect to all UK stores.

In his new position, Houston will remain on the Primark leadership team.

Houston said: “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.”

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”.