Brathwaite (pictured), who joins John Lewis on 1^st October, will be responsible for leading brand and marketing across all channels, as well as the brand’s loyalty, customer experience, and creative and content teams.

She will report to managing director Peter Ruis, and replaces Charlotte Lock, who left earlier in the year to join the Victoria & Albert Museum as director of audiences.

Brathwaite has held various senior marketing leadership roles during her career, including at Tesco, where she was head of brand marketing for F&F Clothes, and Marks and Spencer, where she has been marketing director for fashion, home and beauty since 2021.

Brathwaite started her career at John Lewis as a graduate trainee before spending a decade in marketing roles and later leaving to work at fashion brands Hobbs and Jacques Vert.

Peter Ruis said: “Anna’s understanding of the John Lewis brand and her laser focus on the needs of customers makes her the ideal person to lead our customer and marketing strategy.  I know that Anna will build on the John Lewis experience that our customers know and love.”

Brathwaite’s appointment follows John Lewis reintroducing its ‘Never Knowingly Undersold’ brand platform in the autumn of 2024, which includes price matching.