Marks & Spencer has confirmed two new appointments to its clothing & home leadership team: Anna Braithwaite and Fiona Lambert.
Anna Braithwaite (top left), the new director of clothing and home marketing, will be joining in the summer to lead conversation and engagement with M&S’ millions of UK customers. While Fiona Lambert (left) has been appointed managing director of Jaeger, to oversee its repositioning as an independent brand within the M&S Family. She’ll take up the role later this month on 22 February.
M&S purchased the Jaeger brand, products and supporting materials last month, from Edinburgh Woollen Mill Group’s administrators. It plans to use Jaeger to help “turbocharge growth” on M&S.com through selling complementary third party brands.
Both new hires will report to M&S clothing & home managing director Richard Price and will play an important role in the retailer’s Never the Same Again business strategy, which focusses on being more relevant to customers both now and post-Covid.
Mr Price said: “Our Never the Same Again programme is about being more relevant, more often to our customers. Showing up as a brand with energy, confidence and style is crucial to this and so I’m delighted Anna Braithwaite is joining as our new clothing & home marketing director to lead how we talk to our millions of customers across the UK, however they chose to shop with us.
“Alongside this, as we turbocharge our online proposition with new brands, we’re committed to reinvigorating Jaeger whilst retaining its much-loved brand heritage – and we’ll do through a dedicated team led by Fiona Lambert who is experienced in transforming clothing brands.
“As a wider team we remain committed to offering our customers relevant products and services for how they’re living and working both today and in the future, and we’re looking forward to Anna and Fiona playing a role in our accelerated transformation.”
Anna Braithwaite is currently Tesco’s global brand director for non-food and leads on sustainability. She previously headed up marketing for the supermarket’s fashion brand F&F, where she overhauled the brand and launched the ‘I only popped in for’ campaign to drive reappraisal.
Fiona Lambert has previously held senior roles at River Island Holdings – most recently as MD of Harpenne, Dunelm, Asda (where she helped launch George at Asda), and Next.
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