Leonie Foster joins Selfridges as Customer & Digital Director

Leonie Foster is joining Selfridges as Customer and Digital Director.

Leonie was most recently Chief Customer & Digital Officer at Dunelm. Here she tripled the size of the digital business by leading a tech and customer proposition transformation. She also launched a new brand purpose and identity.

Beginning her career in retail, with Kingfisher and Sainsbury's, Leonie spent five years with OC&C Strategy Consultants. She then joined Tesco as Insight Director, expanding her remit to include customer strategy, brand, propositions and data. She was Tesco's Customer Communications Director by the time she moved to Dunelm.

Leonie joins the iconic departments stores group this month.