Topshop promotes Sheena Sauvaire to CMO

Topshop has promoted its global head of marketing Sheena Sauvaire to the chief marketing officer role, following the departure of Justin Cooke who has left to form his own marketing agency.

Topshop Knitwear 2013

An image from Topshop’s Autumn/Winter season knitwear campaign

In her elevated role Sauvaire will join the Topshop board and be responsible for taking the brand into new territories and enhancing its multi-channel offer.

Sauvaire told Marketing Week she also plans to set up a programme whereby Topshop will support start-up technology businesses to help the retailer innovate its marketing and experiential output.

The US continues to be a focus for Topshop, with the retailer planning to expand its partnership with Nordstrom to a further 28 outlets in the coming months and open more flagship stores.

Elsewhere, Sauvaire will be responsible for the international marketing to support the opening of stores in Germany, the Netherlands, Paris and Hong Kong.

While there are no further marketing personnel changes to announce, Sauvaire says naturally she will look to review the structure of the marketing team.

Asked whether Topshop would consider working with its former CMO Cooke’s new agency Innovate7, Sauvaire said: “We have no plans at present, but we wouldn’t rule it out.”

Sauvaire has worked at Topshop since 2006, most recently in the global head of marketing role.

Prior to that she worked in the fashion division of creative communications agency, Exposure, of which Topshop was a client.

Arcadia founder Sir Philip Green said of Sauvaire’s appointment: ”She has extensive knowledge of this brand both in the UK and internationally and has been instrumental in all campaigns over the last six years. We are looking forward to building the brand further by launching in new global territories and developing many exciting brand initiatives, the first being our Topshop Unique SS14 show at London Fashion Week in less than 10 days time.”

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