Nordlund will join M&S on 4 January 2022 as part of chief digital and data officer Jeremy Pee’s team.
In her new role, Nordlund will have business-wide responsibility for accelerating M&S’s digital product capabilities to improve the experiences offered to customers through all digital touchpoints, including the M&S App and M&S.com.
Under its MS2 division, the retailer has recently grown its active online customer base to be what it claims is one of the largest in the UK, supported by active M&S App users growing by over 50% this year, and the relaunched Sparks loyalty scheme now having grown to 14m.
Currently chief product officer at US digital rentals marketplace RentPath, Nordlund is an experienced digital leader who has over 15 years of product experience, including consumer-facing brands such as USA Today, Expedia, and US Airways.
“Online and mobile increasingly represent how more of our customers are choosing to shop with us today so it’s vital we deliver fast, easy and personalised experiences for our customers every time, and Krista’s experience will play a huge part in helping us build our digital capabilities as we shape the future of M&S,” Pee says.
Nordlund adds: “It’s a great time to be joining M&S as increasing numbers turn to online shopping and the business builds its omnichannel offering, and I see a huge opportunity to support the next phase of our transformation by taking the digital experiences we offer customers to the next level.”
The retailer’s MS2 division has been behind a roll-out of third-party brands online and in larger stores in recent months in a bid to broaden appeal and grow online sales.
As part of this Brands at M&S strategy, the retailer recently took a 25% stake in eco-conscious womenswear brand Nobody’s Child and will launch the brand in selected stores next year.