Waitrose Unveils Exciting New Marketing Powerhouse: Introducing 3 Dynamic Roles for Elevated Success

In an effort to make its brand more assertive and consistent, Waitrose is expanding its marketing team by creating three new positions.

Helen Carroll has been appointed as the head of brand and customer experience at Waitrose. This newly established role aims to unite the customer and brand teams in order to amplify and convey the brand's essence at every interaction with customers.

"We aim to strengthen our customer relationships and enhance the brand experience by integrating the brand and customer experiences," said Waitrose customer director, Nathan Ansell.

Carroll, who currently serves as the head of community strategy and engagement at the Co-operative Group, has been instrumental in driving the brand's mission. With over 20 years of experience at Co-op and previously leading the brand division, Carroll will be joining Waitrose by the end of October.

Joining Waitrose is Wendy Rumble, currently serving as the head of sales at the organic baby food brand, HiPP Organic. Rumble will now assume the position of head of customer planning and events, taking on the responsibility of ensuring a cohesive and unified message to Waitrose customers, spanning from advertising to in-store events. Throughout her career, Rumble has gained extensive experience in working for renowned FMCG companies such as Diageo and Britvic.

Waitrose is striving to enhance efficiency and effectiveness in its customer channels by establishing a new position called the head of customer channels. Caroline Kinsman, the current head of digital and social marketing at Waitrose, will assume this role. These roles will report to the customer director, Ansell, who joined the company from M&S in November. In the beginning of 2022, the John Lewis Partnership, Waitrose's parent company, appointed Charlotte Lock, a former Co-op marketer, as the "pan-partnership" customer director. Lock's responsibility is to implement a customer strategy that encompasses both John Lewis and Waitrose.

Lock, speaking to Our Website in May, hinted at the possibility of future recruitment to address any gaps or capacity issues within the business.

Furthermore, Waitrose is currently seeking a brand strategy lead. The supermarket recently closed the job advertisement, in search of an exceptional candidate who can guarantee that its brand stands out, holds a competitive position, and resonates with its target customer base.

Waitrose is currently seeking a customer experience head who will be responsible for overseeing the creation and implementation of a comprehensive omnichannel customer experience strategy and vision. The deadline for applications for this position was at the end of last month.