John Lewis is bolstering its digital transformation and omnichannel strategy with the appointment of its first chief digital and omnichannel officer, a role that will sit on the management board.
Dom McBrien, who joins in October, has over 20 years of digital transformation experience. Most recently he has been global president for direct-to-consumer sales for sport nutrition business Glanbia Performance Nutrition.
As part of that role he was also CEO for Holland’s omnichannel sport nutrition retailer Body&Fit, and Managing Director Germany’s leading energy drink for gamers LevlUp.
Prior to that, McBrien spent five years as multichannel director at The White Company, and two years as multichannel trading director at Marks & Spencer. He has worked held senior transformational roles at Arcadia, New Look, and Microsoft.
He will report to John Lewis managing director Peter Ruis, who said: “Dom’s extensive experience and proven track record in digital transformation will be invaluable as we continue to strengthen our digital leadership and deliver on our significant omnichannel ambitions.”
McBrien added: “I am thrilled to be joining John Lewis at such a pivotal time in its transformation journey. The opportunity to contribute to a brand with such a rich heritage and a clear ambition to be the UK’s most trusted omnichannel retailer is truly exciting. I’m looking forward to getting started.”
Late last year, parent company John Lewis Partnership joined forces with Tesco-owned DunnHumby to launch a new data platform, which it is claimed has “supercharged” the insights it can offer to partners, with over 50 leading brands signed up.
The John Lewis Partnership Insight Platform is designed specifically to allow Waitrose, John Lewis and supplier brands to take greater advantage of customer data analytics.
It uses DunnHumby’s artificial intelligence tools to produce actionable insights into brands’ individual performance and the overall performance of their wider category, allowing brand owners to develop a deeper understanding of how they are trading, as well as customer behaviour and shopping habits.
Across Waitrose and John Lewis, leading grocery, home and fashion brands – including Coty, Charlie Bigham’s, Kimberly-Clark, Red Bull, Gail’s, Pip & Nut, and KP Snacks – have already signed up.
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