Houston (pictured) will be accountable for the end-to-end customer brand – including responsibility for customer data and insights, customer experience and marketing. The appointment brings Primark’s customer and digital teams into one integrated function. 

The company said that combining the teams would ‘keep the customer firmly at the heart of everything at Primark’ and ensure consistency across channels and customer touchpoints.

As Primark’s group strategy and digital director, Houston established the company’s digital function, including growing its digital marketing team, relaunching the customer website and launching a ‘click and collect’ service to UK stores. 

In the new role, he will continue to be part of the Primark leadership team.

Houston joined Primark in 2018, and prior to that was managing director at retail advisory business Javelin Group, which was acquired by Accenture in 2015.

Eoin Tonge, interim chief executive at Primark, said: “Bringing together our customer and digital teams creates a stronger, more integrated function that will unlock new opportunities for the Primark brand and play a key role in driving our international growth.

“Matt’s deep understanding of our business model, combined with the experience he brings from leading the digital team, will help us build even stronger connections with our customers, creating value and accelerating growth”.

Houston said: “Bringing together our customer and digital teams is a great opportunity to strengthen how we show up as one brand across every touchpoint. I’m looking forward to building on the strong foundations already in place to deepen customer engagement and help drive the next phase of growth for Primark.”

Houston’s appointment follows the departure of chief customer officer Michelle McEttrick, according to a report by Marketing Week.