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Published
Oct 2, 2020
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M&S creates key digital role, finds analytics head at Next

Published
Oct 2, 2020

M&S has created a brand new role as it forges a head with its digital expansion plans. Gemma Lumsden joins on October 5 to be head of optimisation and analytics.


Photo: Sandra Halliday



Lumsden had been Next’s head of digital trading for just over 18 months, but will now be responsible for running the analytics, website optimisation and SEO teams at M&S, Retail Week reported. She was previously at Holland & Barrett and George at Asda.

She will also be responsible for ensuring that the retail giant’s growing webstore offers “a cohesive and consistent” experience for shoppers.

Her new boss will be Stephen Langford. He’s another newcomer having only started at the company back in May as director of M&S.com. 

M&S was relatively slow to appreciate the full importance of online trading but has been ramping up its activities in recent periods. Its investment has also included hundreds of million spent to set up its Ocado online delivery deal.

Langford said Lumsden’s role will be key to its expansion. She “brings true digital expertise and great retail experience and this new role represents our absolute commitment to improving the customer experience on our website and ultimately driving growth,” he said.

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