Primark has promoted Matt Houston to the role of chief customer and digital officer.

Houston was most recently group strategy and digital director at the clothing retailer, establishing Primark’s digital function and leading the delivery of its strategy.

This included growing the digital marketing team, relaunching Primark’s customer website and bringing a Click and Collect service to all UK stores.

Prior to joining Primark in 2018, Houston worked for 11 years at business consultancy firm Javelin Group where he held a number of roles including managing director.

In his new role Houston will be accountable for the end-to-end customer brand and bring together Primark’s customer and digital teams into one integrated function.

Primark said the move will ensure a clear, consistent brand experience across all channels and customer touchpoints which will keep the customer firmly at the heart of everything at Primark.

“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,” said Eoin Tonge, interim chief executive at Primark. “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.”

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