International fashion retailer Primark has named Matt Houston as its chief customer and digital officer to strengthen brand experience.
Houston will oversee the integration of Primark’s customer and digital teams, streamlining the brand experience across various platforms and interactions.
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The move aims to maintain a customer-centric approach throughout Primark’s operations.
Houston previously played a key role as Primark’s group strategy and digital director.
He was instrumental in establishing the retailer’s digital presence, which included expanding the digital marketing team, relaunching the customer website and introducing a Click and Collect service across all UK stores.
The appointment follows as Michelle McEttrick departs her role as chief customer officer at Primark after a tenure that began in September 2022.
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By GlobalDataMatt Houston stated: “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.”
Primark is set to launch its inaugural store in the US state of Tennessee, located in the Wolfchase Galleria in Memphis, on 24 July 2025.
Primark interim CEO Eoin Tonge stated:“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”.
