M&S appoints Morrisons’ Matt McLellan as director of loyalty
M&S has appointed Morrisons’ chief customer officer Matt McLellan as director of loyalty.
Due to join the business in the new year, he will succeed Jade Sharpe who left M&S this month to set up her own customer, loyalty and transformation consultancy.
Subscribe to TRBMcLellan will report to Sharry Cramond, M&S marketing director for masterbrand, fashion, home, beauty, and international. She is also currently M&S loyalty director.
In April, M&S announced that it had revamped its Sparks loyalty scheme in response to customers wanting a more rewarding, personalised experience with “pounds, not points”.
This included the introduction of a new digital Sparks wallet where customers could earn real money rewards to spend in all M&S departments including food, fashion, home and beauty.
Prior to joining Morrisons in June 2025, McLellan was vice president – customer planning and proposition at Asda where he worked for over five years. Prior to that, he worked with Tesco as group customer propositions director and also served in senior roles at Tesco’s Dunnhumby customer data science company.
