Ted Baker plc (LON:TED) has appointed Jennifer Roebuck to take up the newly created role of chief customer officer.
The aim is to develop a customer and digital strategy and to boost growth through new digital partnership opportunities.
READ: Ted Baker investigation reveals black hole twice as large as feared
Roebuck, who starts in April, has been at the troubled fashion company since 2017 as a non-executive director.
She was previously chief marketing officer at online beauty retailer Feel Unique and multichannel marketing director at clothing and homeware chain French Connection Group (LON:FCCN).
"Due to long lead times for range creation and delivery, any recovery process will be fairly protracted in our view, with short-term priorities focused on strengthening the balance sheet and delivering cost savings," analysts at Peel Hunt said in a note.
The company added the search for a permanent chair and chief executive is “progressing well”.
The two roles were held by David Bernstein and Lindsay Page respectively, but the pair were let go last month as the fashion chain suspended payment of its dividend and warned profits could fall 90% for the year.
Page came under fire for a £58mln black hole into the company’s accounts that opened while he was chief financial officer.
He was later promoted to CEO when founder Ray Kelvin departed in the wake of the “forced hugging” scandal, before the financial error was discovered.
“We are delighted that Jennifer is joining the executive leadership team,” said acting chair Sharon Baylay.
“Her background in digital transformation and brand marketing, particularly in the lifestyle and clothing sector will be of huge benefit to the leadership team, as they look to position the business for future success.”
Shares dipped 1% to 269.11p on Wednesday morning.
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