Coast appoints first marketing and ecommerce director

Coast, the formalwear retailer owned by Aurora Fashions, has

appointed Jayne O’Keeffe into the newly created role of marketing and ecommerce director.

Keefe, former head of brands at Marks & Spencer, will have operational responsibility for marketing, PR and ecommerce, and has been tasked with communicating the brand’s positioning, as the only occasionwear specialist on the high street across all channels. Reporting directly to Coast managing director Margaret McDonald, Keefe will join the retailer on October 29.

Commenting on the appointment, McDonald said: “Jayne’s wealth of experience is a perfect match for Coast as we continue our strategy of brand investment, omnichannel sales growth and expansion both domestically and internationally. Our aim is to turn shopping into an occasion in itself and Jayne will drive that passion across all customer touch points.”

The appointment coincides with the regional roll-out of Coast’s new flagship store concept, with a second brand ‘showcase’ launching in Manchester’s Trafford Centre.