John Lewis Welcomes Marketing Talent: Anna Braithwaite Returns as Chief Customer Officer
Londen, woensdag, 18 juni 2025.
British retail giant John Lewis has made a strategic appointment by bringing Anna Braithwaite on board as Chief Customer Officer, a move that returns her to her roots. With over 25 years of experience in marketing and brand strategy, including a successful period at Marks & Spencer, Braithwaite will focus on enhancing customer experience and brand strategy. Her appointment marks a significant step in John Lewis’s repositioning, with her deep knowledge of the retail organisation - having originally started as a trainee - serving as a crucial asset in rediscovering the brand identity and addressing modern consumers.
Anna Braithwaite’s Career Path
Anna Braithwaite has a deep-rooted history with John Lewis, where she began her career as a trainee and subsequently worked for eleven years in various marketing roles [1][2]. After her period at John Lewis, she gathered experience at renowned retailers such as Hobbs, Jacques Vert, and Tesco, where she held important marketing positions [3]. Her most recent role was marketing director for fashion, home, and beauty at Marks & Spencer [1][2].
Strategic Appointment
Effective 1 October 2025, Braithwaite will fulfil the role of Chief Customer Officer at John Lewis [1][2]. In this position, she will be responsible for leading the brand, marketing across all sales channels, customer loyalty, customer experience, and creative content teams [3]. Peter Ruis, managing director of John Lewis, emphasised Braithwaite’s deep brand understanding and focus on customer needs as decisive factors in her appointment [1].
Future Perspectives
Braithwaite herself expressed being ‘extraordinarily enthusiastic’ about her return to John Lewis, particularly after the revival of the ‘Never Knowingly Undersold’ brand [2]. Her appointment fits into a broader reshuffling of leadership titles within the organisation, aimed at a more contemporary approach to retail management [2].