Matalan has made a key hire with the arrival soon of Adele Pickering (née Chidwick’) who’s been appointed head of Creative Brand, “bringing more than 20 years’ experience across fashion, home, beauty and lifestyle”.
Matalan
This “supports Matalan’s continued focus on strengthening its brand and customer experience around everyday style, quality and value,” we’re told.
She joins the senior team in November after roles with brands including Mango, Next and John Lewis. Most recently, she led the creative direction and transformation of M&S.com across Fashion, Home and Beauty.
Her new remit will include overseeing creative brand execution across stores, digital, social and marketing, “helping to create a more joined-up and distinctive experience for customers. Her work will span everything from major campaigns to targeted customer activity, bringing Matalan’s proposition to life consistently across every customer touchpoint”.
Marketing director Eilidh MacAskill hailed her “extensive creative experience across some of the best-known fashion and lifestyle brands” and said she’ll “add real strength to our team. We’ve made significant progress over the last year in strengthening our product, brand and customer experience. Adele will play an important role in building on that progress and making sure the Matalan brand shows up distinctively and consistently wherever our customers experience it.”
The appointment follows the launch of Believe It’s Matalan earlier this month, a new brand platform that brings together more than a year of changes across Matalan’s product, stores, digital experience and brand.
It also follows other senior appointments, including former M&S MD of Clothing, Home and Beauty Richard Price, who recently joined as an adviser; Angela Gaskell as director of Sourcing, Purchasing, Quality & Fit; and Jonty Wilson as head of Quality & Technical.
