Ted Baker creates chief customer officer role to reboot the brand

Ted Baker has appointed its first chief customer officer as it looks to turnaround brand perceptions following a series of crises.

Jennifer Roebuck, currently one of Ted Baker’s non-executive directors on its PLC Board, will take up the newly-created role. She joins the fashion business’s leadership team and will be responsible for developing its customer and digital strategy, as well as exploring digital partnership opportunities.

“I’m tremendously pleased to be taking up the role of CCO. My time on the board has strengthened my view that Ted is a great brand and business, and I look forward to contributing to its future success,” says Roebuck.

Roebuck has spent her career in fashion and beauty, most recently as CMO at online premium beauty retailer Feel Unique. She has previously worked in marketing at brands including French Connection, Warehouse and mobile operator Orange.

Ted Baker’s acting chair Sharon Baylay says: “We are delighted that Jennifer is joining the executive leadership team. 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.”

Ted Baker is also on the hunt for a new CEO after Lindsay Page resigned in December after less than a year in the role, along with its executive chairman David Bernstein, after the company issued its fourth profit warning in a year.

The company has been hit by a series of crises since its founder and former CEO Ray Kelvin was forced to resign following allegations of inappropriate behaviour, including forced hugging. It also recently admitted it had overstated the value of its stock by £58m – more than double the estimate it made when it appointed law firm Freshfields to investigate the issue.

Ted Baker called 2019 the “most challenging year in our history” as it admitted full-year profits would likely be between just £5m and £10m. Analysts had previously forecast £28.4m. It has hired consulting firm Alix Partners to carry out an urgent review of its business.

YouGov BrandIndex data shows the scandals have also had an impact on consumer perceptions of the brand. Ted Baker’s Buzz score – a balance of the positive and negative things said about a brand – is just 0.9, putting it 37th on a list of high street fashion brands.

It also performs poorly on value, coming in 60th with a score of -4.7, although its quality perceptions have held up well putting it seventh on the list on 27.9.

Ted Baker also ranks at just 37th, with a score of 0.9, for purchase intent.