Primark chief customer officer departs as successor named

McEttrick is exiting the business to “pursue a portfolio career” after joining the business in 2022.

The retailer said during her time at the business McEttrick has played a “key role in laying strong foundations for the future of the brand”.

The fashion giant has promoted its group strategy and digital director Matt Houston to chief customer and digital officer, taking over from McEttrick.

This comes after Houston first joined Primark in 2018 as strategy and transformation director before being promoted to group digital and strategy director in 2021.

In his new role, Houston will take responsibility for the “end-to-end customer brand” and for uniting Primark’s customer and digital teams into one function.

Primark said this will ensure a “clear, consistent brand experience across all channels and customer touchpoints”.

Houston said of his promotion: “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.”

Ettrick said of her departure: “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.”

Primark chief executive Eoin Tonge added: “Michelle has made a significant contribution to Primark. Under her leadership, we now have a clearer, stronger brand world and a better understanding of our customers - foundations we will continue to build on. On behalf of the Leadership Team, I want to thank Michelle for all she’s brought to the business and wish her every success for the future.”

“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.”