Primark Revamps Executive Team, Combines Customer and Digital Departments

Primark has appointed Matt Houston as head of integrated customer management which, for the first time, merges with digital care. The new director replaces Michelle McEttrick, who has been in the role for three years.

Houston comes to the position after the group decided to merge the customer area with digital, seeking “a clear and consistent brand experience across all channels and touchpoints,“ the multinational said in a statement.

Until his appointment, Houston had held the position of group strategy and digital director at Primark. He was responsible for the relaunch of its customer website and the expansion of the click and collect service, which is expected to be fully implemented in UK stores by the end of the summer.

Primark already had Houston as group strategy and digital director

Primark’s interim CEO Eoin Tonge says that bringing together the customer service and digital teams will “play a key role” in its international growth. Tonge came to the position to replace Paul Marchant, who was forced out after being accused of inappropriate behavior with a female worker.

The Irish low-cost fashion group ended the first six months of the financial year weak, despite managing to correct the first quarter’s sales decline. Growth stagnated at 0.62% on the back of new openings during the period.

The company’s operating income rose by 5.71%, a far cry from the 53% increase the company posted for the full year 2024.The Irish fashion chain’s sales in the first half of 2025 (period ending March 1) stood at 4,472 million pounds ($6.1 billion), compared to 4,500 million pounds in the same period of 2024.