John Lewis has appointed a new head of customer planning and channels, Andreas Nicolaides, in a bid to modernise and optimise marketing across stores and online.
Earlier this year, the high-street retailer selected Saatchi & Saatchi as its new creative agency following a two-month marketing review of its advertising account.
Nicolaides, who will join John Lewis in October, will be tasked with “deepening [the retailer’s] relationships with its customers”.
Beginning his career with agency experience at MoneySuperMarket, Nicolaides has worked for the last four years at N Brown Group, at one point taking on the role of group marketing director.
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Most recently, he has taken on a general manager role, leading a team of marketing professionals and being responsible for trading and commercial performance.
“Andreas brings a wealth of experience as a data-driven media and marketing specialist across a very wide portfolio of successful brands,” said John Lewis Partnership’s customer director, Charlotte Lock.
“John Lewis already has huge loyalty from our customers and we are delighted that Andreas will be driving forward our marketing planning to deepen this relationship even further.”
The appointment coincides with the high street titan’s recent announcement that it would be downsizing its headquarters as it relocates to a smaller office.
