John Lewis has appointed Andreas Nicolaides to lead its new customer planning team.
He will join the business in October as Head of Customer Planning & Channels.
Nicolaides’ remit will include modernising and optimising John Lewis’s marketing across its stores and online in a way that “deepens relationships” with its customers.
For the last four years, he has worked for the N Brown Group. His current role is General Manager, but he was previously Group Marketing Director for the online retailer.
Nicolaides’ began his career in MoneySuperMarket, where he spent five years looking after search marketing and content channels. He also has agency experience, including at Carat, where he was involved in driving performance marketing for household names, including Thomas Cook, Arcadia Group, Monsoon and Fragrance Direct.
“Andreas brings a wealth of experience as a data driven media and marketing specialist across a very wide portfolio of successful brands,” said Charlotte Lock, John Lewis Partnership’s Customer Director.
“John Lewis already has huge loyalty from our customers and we are delighted that Andreas will be driving forward our marketing planning to deepen this relationship even further.”
NAM Implications:
- Key needs for JLP:
- More heavyweight retail presence at board level.
- Re-instatement of a profit-share that meets employee expectations.
- Possible separation of Food and Non-food business models.
- Otherwise, deepening its relationship with the customer may only expose more cracks…
