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Published
Jan 6, 2020
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Debenhams hires new CMO amid digital push

Published
Jan 6, 2020

Debenhams has secured a marketing expert with strong credentials driving digital and customer experience initiatives to join its team as the new chief marketing officer.


Debenhams


Abigail Comber will join the retailer on Tuesday 7 January, taking over from Erin Brookes, who is currently managing the marketing function on an interim basis.

Comber is a former British Airways executive, having held a variety of roles, including head of customer experience and global head of brands and marketing, over a 24-year career at the airline company.

During this time, her portfolio included brand strategy, marketing, customer experience design, partnerships, sponsorship, and community relations. Notable highlights included leading BA’s critically-acclaimed sponsorship of the UK teams at the 2012 London Olympics and Paralympics

Debenhams highlighted her achievements in using marketing and customer experience to drive significant business transformation, something the British chain is particularly interested in as parts of efforts to rejuvenate the brand.

Stefaan Vansteenkiste, Debenhams CEO, said: “Her track record speaks for itself and her experience and understanding of customer engagement and developing digital service initiatives will be particularly important as we continue to work on transforming Debenhams into a business that can compete effectively in the rapidly-changing retail environment. I look forward to her joining our senior team and playing a key part in delivering the turnaround of the group.”

Abigail Comber, incoming CMO, added: “With 19 million customers in the UK in stores and online, the opportunity to play an important part in developing Debenhams’ customer proposition for the next decade is really exciting. I am delighted to be joining Stefaan and the team to help build a successful future for one of the UK’s best-known retail businesses.”

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