John Lewis appoints Anna Braithwaite as new Chief Customer Officer

John Lewis today announced the appointment of Anna Braithwaite as its Chief Customer Officer. 

Anna will report to Peter Ruis, Managing Director of John Lewis, and brings a deep expertise in customer and brand strategy. 

She will be responsible for leading John Lewis brand and marketing across all channels, loyalty, customer experience, and creative and content teams, ensuring the brand continues to deliver exceptional quality, value and service for its customers.

Anna has over 25 years of brand and marketing experience. She started her career at John Lewis, joining as a graduate trainee and spent a decade in a variety of marketing roles. 

She then moved to fashion brands Hobbs and Jacques Vert before joining Tesco, where she was Head of Brand Marketing for F&F Clothes and Global Brand Director for Non-Food. Most recently, Anna was Marketing Director for Fashion, Home and Beauty at Marks & Spencer.

Peter Ruis said: “I’m thrilled that Anna is returning to John Lewis. Her understanding of the John Lewis brand and her laser focus on the needs of customers makes her the ideal person to lead our customer and marketing strategy.  I know that Anna will build on the John Lewis experience that our customers know and love.”

Anna Braithwaite said: “I can’t wait to get started again at John Lewis, a brand that I know very well and which is synonymous with exceptional customer service, quality and value. I’m incredibly excited to be joining at such a pivotal time, following the return of a re-energised Never Knowingly Undersold and with John Lewis recently being awarded Which? Retailer of the Year.”

Anna will join John Lewis on 1 October.