Marks & Spencer has hired former Asda chief Andrew Mann to head up the retailer’s insight and loyalty strategy, as it embarks on the next phase of its five-year turnaround plan.
Mann’s most recent role was as vice-president of insight, pricing and digital CRM at Asda, which he took up in September 2016; however, he left in March last year.
Prior to that, Mann held a number of senior roles at UK retailers, including group customer data director and customer director of food at Co-operative Group, director of insight and loyalty at Sainsbury’s and Tesco Clubcard director.
Although exact details of his role have not been revealed, Mann is likely to be at the forefront of M&S’ relationship with Starcount, which was appointed last year to handle the retailer’s Sparks Card loyalty scheme.
M&S boss Steve Rowe has already admitted that many customers find the loyalty scheme too confusing to use.
Mann will also be working closely with M&S’ first chief digital and data officer, Jeremy Pee, who joined the retailer last month.
Lee has been briefed to tap into the power of data and digital right across the business – from M&S’ customers and colleagues to shareholders – as well as developing a digital culture across the company.
Over the past few months, the retailer has set up a strategic artificial intelligence partnership with Microsoft, launched the data science academy in partnership with Decoded, expanded its partnership with predictive analytics specialist First Insight and launched a start-up incubator programme alongside Founders Factory.
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