Waitrose appoints Emma Isaac to top marketing role

Waitrose has appointed former NatWest, Barclays and British Airways marketing chief Emma Isaac as its new head of brand marketing and marketing planning, succeeding James Morrison who has worked at the retailer for nearly 11 years.

Issac started her career on BA’s graduate trainee scheme and held a number of roles in sales, operations, marketing and the BA Enterprises innovation team before taking on the role of global head of brand strategy and marketing planning.

She then had spells at T-Mobile, Serac Partners, and Circus, as well as running her own leadership coaching business and in 2013 was appointed group brand and marketing director of Barclays.

After three years, Issac switched to NatWest in 2016 as brand and marketing director, working across the bank’s brand portfolio including NatWest, Royal Bank of Scotland, Ulster Bank, Coutts and Lombard.

She has also been an active member of Women in Advertising & Communications Leadership (WACL) for the past two years.

At Waitrose, she takes over from Morrison, who was appointed to the role on an interim basis in August 2020 and oversaw the John Lewis and Waitrose joint Christmas ad campaign “Give a little love” by Adam & Eve/DDB.

It is not known whether Morrison will now take up a new role within the company.

Waitrose customer director Martin George said: “Emma brings a wealth of experience from well known brands and we are thrilled she is joining us at a really pivotal moment for our brand.”

Isaac added: “Waitrose is a brand which I’ve long admired as a customer and as a marketer. It’s a real privilege to be joining the team to continue to build customers’ love for the Waitrose brand as well as help deliver the broader Partnership Plan.”