UK department store chain John Lewis has appointed former Marks & Spencer marketing director Anna Braithwaite as its new chief customer officer to drive brand experience and excellence.
Braithwaite will assume the position on 1 October 2025. She brings more than two decades of expertise in brand and marketing and will report directly to Peter Ruis, managing director of John Lewis.
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Ruis stated: “I’m thrilled that Anna is returning to John Lewis. Her understanding of the John Lewis brand and her laser focus on the needs of customers makes her the ideal person to lead our customer and marketing strategy. I know that Anna will build on the John Lewis experience that our customers know and love.”
Braithwaite will oversee brand and marketing across all channels, loyalty programmes, customer experience, and creative and content teams.
Her appointment aims to ensure that “the brand continues to deliver exceptional quality, value and service for its customers”.
The John Lewis Partnership is the proprietor of two major UK retail entities, John Lewis and Waitrose. The former encompasses 34 physical locations throughout the UK, alongside its e-commerce platform, johnlewis.com.
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By GlobalDataWaitrose has 300 stores across England, Scotland, Wales and the Channel Islands, which includes 47 smaller format stores and 27 outlets situated within Welcome Break facilities. It also has a presence online.
Anna Braithwaite stated: “I’m incredibly excited to be joining at such a pivotal time, following the return of a re-energised Never Knowingly Undersold and with John Lewis recently being awarded Which? Retailer of the Year.”
Braithwaite began at John Lewis as a graduate trainee and worked in various marketing roles within the company.
She expanded her horizons to work with fashion brands Hobbs and Jacques Vert. She then progressed to Tesco, where she held the title of head of brand marketing for F&F clothes and served as global brand director for non-food.
