Marks and Spencer marketing chief steps down as cyber attack fallout rumbles on

Marks & Spencer marketing director Anna Braithwaite has confirmed her departure as she prepares to embark on a, as yet unrevealed, “new chapter.”

Last week was Braithwaite’s final one at the retail giant, having joined M&S in June 2021 during a transformative period for the brand.

During her tenure, she played a key role in revitalising the brand and shaping its evolving marketing strategy – most recently contributing to the launch of its new ‘Summer Like You Mean It’ campaign, which debuted last week.

Set to the iconic track ‘All The Small Things’ by Blink 182, the new campaign aims to reinforce the retailer’s position as “a leading destination for stylish, quality clothing” and elevates small relatable moments into epic fashion moments.

Before joining M&S, Braithwaite served as global brand director (non-food) at Tesco and previously spent nearly three years as head of brand marketing at F&F Clothing. Her career also includes senior marketing roles at Hobbs, Jacques Vert Group, and John Lewis & Partners.

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Most recently of course, the brand’s campaigns haven’t grabbed as many headlines as the massive Easter cyber attack on its systems, which current estimates say could cost the firm as much as £300m and take months to fully recover from, and the loss of its senior marketer could hardly come at a worse time for the Leeds-founded company.

Announcing her departure on LinkedIn, Braithwaite said: “As I prepare to embark on a new chapter, I want to take a moment to express my deepest gratitude to my amazing team. Over the past four years, we have built a remarkable culture rooted in kindness, hard work, and an unwavering team spirit. This latest campaign epitomises the dedication and focus we have committed to deliver our objectives for our M&S customers.

“Together, we have delivered outstanding marketing campaigns that have not only met but exceeded our goals. The dedication, creativity, and relentless pursuit of excellence has been truly inspiring and every single person in my team has played an integral role in our success. It has been a privilege to work alongside such talented individuals.

“As I step into new horizons, I carry with me the spirit and fun we’ve fostered over the last years. “

An M&S spokesperson said: “Over the last four years Anna has supported our transformation journey to drive style perceptions and broaden our appeal. We thank her for her contribution,”

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