Michelle McEttrick, Primark’s Chief Customer Officer, is stepping down after nearly three years, marking the end of an impactful chapter for the retailer. Joining Primark in September 2020, McEttrick has decided to pursue what she describes as a “portfolio career,” allowing her to explore various opportunities that align with her passions and expertise.
In her time at Primark, McEttrick has been crucial in establishing a solid foundation for the brand’s future. Her strategic vision and leadership have played a significant role in shaping Primark’s customer journey, ensuring that it resonates with shoppers and aligns with the evolving market. The company acknowledged her contributions, stating that she laid the groundwork necessary for sustained growth moving forward.
Taking over her position will be Matt Houston, currently the group’s strategy and digital director, who will step into the newly created role of Chief Customer and Digital Officer. Houston’s transition marks a significant moment for the company, as he will be tasked with overseeing Primark’s comprehensive customer brand experience. His role will encompass blending the customer and digital teams into a cohesive function aimed at enhancing customer engagement and interaction.
Reflecting on her departure, McEttrick shared her thoughts, saying, “It’s been a privilege to shape Primark’s customer strategy and brand journey, and I’m proud of what we’ve achieved together. I feel now is the right time for me to step into the next exciting phase of my career with the confidence that the brand is in a strong position for growth. I wish all the team all the best for what’s next.” This heartfelt message speaks to her dedication not only to her role but to the team that she has worked closely with over the years.
Prior to joining Primark, McEttrick amassed valuable experience in the retail and financial sectors. She served as Tesco’s group brand and proposition director from 2015 to 2021, a period during which she honed her skills in brand management and strategic marketing. Before her tenure at Tesco, she held various positions at Barclays from 2010 to 2014, gaining insights that would later inform her approach to both customer engagement and brand positioning in retail.
As McEttrick moves forward into new endeavors, both Primark and its customers stand at a pivotal point. Houston’s leadership may bring fresh perspectives and innovative strategies, helping the brand navigate the ever-challenging landscape of retail. It’s a time of change, but also a chance for growth and evolution as Primark continues to adapt and thrive in a competitive market.
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