Marks & Spencer (M&S) has made a significant move in its leadership by appointing Andrew Hicks as the new marketing director for M&S food, effective September 1. With over 20 years of robust marketing experience spanning Australia and South Africa, Hicks comes to M&S with a resume that speaks volumes. His most recent role as chief marketing officer at Woolworths Group—one of the leading retail firms in Australia and New Zealand—has provided him with a wealth of knowledge in both strategic planning and consumer engagement.
Before his time at the top, Hicks held various prominent positions within Woolworths, including director of marketing for the Woolworths food group and supermarkets, as well as general manager of marketing for the Woolworths liquor group. This diverse background equips him with a nuanced understanding of the retail landscape, which is particularly vital for M&S as it continues to innovate and adapt in a competitive market.
In his new role, Hicks will report directly to Alex Freudmann, the managing director of M&S food, a relationship he’s familiar with from their past collaborations. This partnership is expected to bring fresh perspectives and revive M&S’s marketing strategies, especially in a time when the brand is looking to regain momentum and consumer trust.
Hicks’s appointment comes on the heels of a challenging period for M&S, which recently experienced a cyber attack. In a strategic reshuffle, Sharry Cramond was appointed as the marketing director for fashion, home, and beauty in May, signaling a broader effort to strengthen M&S’s brand across different sectors. This restructuring reflects M&S’s commitment to not just surviving but thriving, demonstrating that they are taking proactive steps to enhance their market position.
Moreover, the company has also welcomed Thinus Keeve from Coles as its retail director. Starting June 6, Keeve is tasked with overseeing all M&S stores across the UK and Republic of Ireland, along with central store operations. His experience is expected to complement Hicks’s marketing efforts, ensuring a cohesive and effective approach to M&S’s retail strategy.
As we follow these developments, it’s clear that M&S is not just standing still; the company is actively looking for ways to connect more deeply with its customers and enhance their shopping experience. The new leadership team brings a blend of expertise and fresh ideas, which may very well lead M&S into a new chapter, one where the brand reinvigorates its identity and strengthens its relationship with consumers.
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