UK High Street fashion brand appoints first e-commerce and marketing director to drive omnichannel strategy
UK High Street fashion brand appoints first e-commerce and marketing director to drive omnichannel strategy
Coast, occasion wear specialist and part of the Aurora Fashions group, has announced the appointment of Jayne O’Keeffe into the newly created role of marketing and e-commerce director.
Joining from Marks and Spencer where she was head of brands, O’Keeffe will be responsible for working with the Coast executive team to define and communicate the brand positioning for Coast as the only occasion wear specialist on the High Street, bringing it to life across all channels.
O’Keeffe brings experience gained in marketing director roles for Arnotts, Dundrum Town Centre and Mars. Her early career also included posts at Unilever and Diageo. Starting in the newly created role at the end of October, she will have operational responsibility for marketing, PR and e-commerce and report into Margaret McDonald, Coast managing director.
Omnichannel brand investment
McDonald commented: “Jayne’s wealth of experience is a perfect match for Coast as we continue our strategy of brand investment, omnichannel sales growth and expansion both domestically and internationally. Our aim is to turn shopping into an occasion in itself and Jayne will drive that passion across all customer touchpoints.”
O’Keeffe's appointment coincides with the regional roll out of Coast’s new flagship store concept, with a second brand ‘showcase’ launching in Manchester’s Trafford Centre this week.
Alongside the London’s Oxford Street flagship opening in July, which included the roll out of an iPad-based mobile assisted selling system, the retailer has stated that the stores concept represents a Ł2m investment in the brand and is a key part of a strategy to capture a larger share of the growing occasion wear market.
