Primark appoints Chief Customer and Digital Officer

In this new role, Matt will be accountable for the end-to-end customer brand, uniting Primark’s Customer and Digital teams into one integrated function. This alignment will ensure a clear, consistent brand experience across all channels and customer touchpoints - keeping the customer firmly at the heart of everything at Primark.

Commenting on the appointment, Eoin Tonge, Interm CEO at Primark, said: “Bringing together our customer and digital teams creates a stronger, more integrated function that will unlock new opportunities for the Primark brand and play a key role in driving our international growth. Matt’s deep understanding of our business model, combined with the experience he brings from leading the Digital team, will help us build even stronger connections with our customers, creating value and accelerating growth”.

Matt Houston, Chief Customer and Digital Officer commented: “I’m excited to step into this role at such a pivotal time for Primark. Bringing together our Customer and Digital teams is a great opportunity to strengthen how we show up as one brand across every touchpoint. I’m looking forward to building on the strong foundations already in place to deepen customer engagement and help drive the next phase of growth for Primark.”

Matt was most recently Group Strategy and Digital Director, establishing Primark’s digital function and leading the delivery of its strategy. This included growing the digital marketing team, relaunching Primark’s customer website and bringing a Click and Collect service to all Great Britain stores. In this new role, Matt will continue to serve on the Primark leadership team.