E Point Perfect

Primark names former Tesco brand boss as its first chief customer officer

Primark has appointed Michelle McEttrick to the newly-created position of Chief Customer Officer to its business
// Primark appoints Michelle McEttrick to the newly-created position of chief customer officer to its business
// McEttrick’s most recent role was at Tesco, where she held the position of group brand and proposition director

Primark has appointed Michelle McEttrick to the newly-created position of chief customer officer at the retailer.

McEttrick is set to join the business on September 19, tasked with further developing the Primark brand and customer strategy as the retailer continues its expansion across new markets, channels and products.

Reporting direct to Primark chief executive Paul Marchant, McEttrick will take overall responsibility for the Primark brand, including all marketing and customer communications, customer insight and Primark’s sustainability strategy, Primark Cares.


Described as a “highly experienced brand and marketing leader”, McEttrick has held senior roles across a range of industries, most recently group brand and proposition director at Tesco.

At the UK’s biggest retailer, she built on an end-to-end Brand and Marketing capability over her six-year tenure and lead a successful repositioning of the brand with a focus on quality, value and reputation.

She joined Tesco from Barclays where she was managing director of group brand & marketing and prior to that she spent four years as a business director at advertising agency Bartle Bogle Hegarty. 

Primark chief executive Paul Marchant said: “At a time of extraordinary change in our industry, the strength of the Primark brand has never been more important. We see huge opportunities for growth and the way we position our brand and engage customers, to increase loyalty and win new fans to Primark, 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 Primark brand for the future. I’m delighted to welcome her to the team.”

Michelle McEttrick said: “This is such an exciting time to be joining Primark. The team has done an amazing job of creating a beloved brand, and the opportunity is really to build on this strong foundation, adding capability as the business grows. I am looking forward to helping play a role in that future growth.”

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