Embattled department store Myer has appointed Geoff Ikin as the company’s new chief customer officer, though an official commencement date has yet to be confirmed.

The new role, likely created as part of Myer chief executive John King’s customer-first turnaround strategy, will bring together key customer-facing functions, encompassing online, marketing and advertising positions.

“Geoff brings considerable skills, knowledge and expertise to this new role and is committed to putting customers first through all of Myer’s customer facing channels,” King said.

“Geoff’s career has been all about the customer. Through this new structure, he will ensure that we continue to build and grow our multi-channel offering.”

Ikin previously served as Tourism Australia’s general manager of global media, PR and social, and has over 15 years’ experience across the retail industry, having also served as Westpac’s head of mass media, advertising and agency management, as well as David Jones’ marketing and program manager.

The customer-first approach is central to King’s turnaround plan, where the department store looks to improve the customer experience across the business after King’s ground-floor tour of Myer stores earlier this year.

“The customer’s message is simple: we want great brands, at good prices, with leading service whether that be in store or online,” King said.

The appointment comes just months after the department store axed 30 executive and senior management roles in an attempt to reduce the barrier between customers and staff.

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