New chief marketing officer, Katherine Whitton will join Specsavers in May

Posted on April 11, 2018
Author: Lifeatspecsavers

Should’ve baton is passed on

A new chief marketing officer, Katherine Whitton, will join Specsavers in May.
Here she will be handed the baton for the famous Should’ve gone to Specsavers advertising slogan. Most recently Whitton was the CMO of Barclaycard and previously, head of Global and UK marketing communications at British Airways. Before British Airways she held a number of senior brand and marketing positions at American Express.

Talking of her new appointment, Ms Whitton says: ‘I’m tremendously excited to join Specsavers. It’s an impressive company wrapped up in a powerful brand, unique business model and a truly supportive and empowering culture. I look forward to the challenge of evolving the brand and marketing model to support the business’ ambition to continue to grow and innovate in the consumer healthcare sector.’

The present global brand director Richard Holmes is to retire after 11 years with the company. During his tenure, Holmes is credited with leading and supporting Specsavers global marketing teams to develop the brand across its international markets, build its online presence and digital apps and drive store design standards. Paying tribute, Specsavers joint CEO John Perkins, says: ‘On first joining us, Richard said that he would consider it a sign of success rather than failure if, on eventually leaving us, we were still using the ‘‘should’ve gone to Specsavers’’ tagline. It’s a credit to him and his marketing and creative teams that this advertising concept has not only stood the test of time under his stewardship, but is stronger than ever today. We will miss Richard immensely and wish him the very best in his retirement.’

Richard Holmes says: ‘I have had the time of my life working with Specsavers and travelling the world to help further build this tremendous brand. There are many talented creative and marketing geniuses at the heart of this business who will continue to drive its fame, brand love and customer loyalty. I will miss the people, culture and energy of Specsavers and wish them all continued growth and success. I now plan to focus on other business interests and charitable enterprises.’

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