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‘Conversations and co-creation’: Matalan CCO on building effective agency relationships
Brands need to work ‘hand in glove’ with agency partners to get the best results, suggests Matalan marketing boss Ali Jones as she undergoes brand transformation.
By Molly Innes
The first thing many CMOs do when they get into their new office for the first time is to rip up the rulebook to chase a fresh start. But it’s not always the best way to do business, even when leading a brand on a turnaround mission.
In April 2023, Ali Jones was appointed chief customer and omnichannel officer at Matalan. Before taking on the job, she’d spent almost five years as Co-op’s customer director, a role which saw her relaunch the Co-op brand and its food ecommerce business.
