Harrods names key new exec as it embraces digital and experiences

Harrods has named Amanda Hill to a key executive role in charge of both marketing and customers at the luxury department store business. It’s a completely new role and her title is CM&CO. 


Harrods


So what will the job comprise? Well, it’s certainly a crucial role and will see her leading brand strategy, marketing, communications, VM, CRM customer service, digital, personal shopping, media campaigns and operations.
The company said the move, which is one of the biggest executive and strategy pivots in its 180-year history, recognises the importance of both digital and creative marketing.

Hill has an impressive background having worked at BBC Worldwide for 13 years, rising to become chief brands officer in 2013, and most recently having been CMO at US cable TV company A&E Networks in New York, which she joined in 2015.

He arrival coincides with the company revamping the senior brands and digital teams to account for the new role. The new team also now includes communications director Sarah Myler, who joins Freud. Meanwhile head of digital marketing is now Sandra Truesdale, who was previously head of digital marketing and CRM at Arcadia Group. And online content head Jodie Blackbrough has joined after being head of brand and customer marketing at Harvey Nichols. 

Finally, head of VM Alexander Wells-Greco has been moved up to become creative visual director. He will oversee creative alignment across all in-store and experiential customer activity.

Harrods MD Michael Ward said Hill’s new role is a “strategically important” one as it increasingly focuses the business towards “delivering unparalleled customer experience.” He added that her “vision as CM&CO will be integral towards building our strategy going forward” while “her experience and valuable insight into today’s modern consumer will help us build on Harrods’ strong brand identity amongst our global customer base.”

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