From customer insight to marketing leadership
Building the permanent marketing leadership to support a customer-led transformation.
Moss was embarking on an important evolution of its marketing strategy, challenging conventional assumptions about its customers and putting customer insight, data and brand positioning at the heart of its next phase of growth.
Working alongside the business, Hunter-Miller was appointed to identify the permanent marketing leadership needed to carry this ambition forward, recruiting two key appointments into the function.
The challenge
As Moss looked to evolve its brand and marketing strategy, a clearer understanding of its customers and their motivations became increasingly important.
Marketing consultant Chris Harris was brought in to lead the strategic transformation, spanning customer data, brand positioning and marketing effectiveness. A central part of this work was challenging traditional assumptions about the Moss customer, using insight to identify new audiences and opportunities for growth.
The thinking was brought to life through Confidence, not age, a data-led campaign developed with Project5 and Craft Media, which was subsequently shortlisted at the 2026 Marketing Week Awards.
As the business prepared for its next phase, the priority was to establish permanent marketing leadership capable of building on this work and developing the capabilities required to sustain it.
It’s all about the measurement
Our approach
Having led the strategic work, Chris Harris identified Hunter-Miller to support the search for his permanent successor and a key supporting appointment.
We worked closely with the business to understand the ambition for the function, the leadership qualities required and the importance of finding people who could combine strategic thinking with the ability to deliver commercially.
The searches resulted in two appointments:
Harriet Clothier – Head of Marketing: Appointed to lead Moss's marketing function, reporting directly to the CEO. Harriet brought experience from senior marketing and strategic planning roles at H&M and Marks & Spencer.
Rachael Thornton – Head of CRM: Appointed to strengthen Moss's customer engagement and CRM capabilities, bringing experience from businesses including The Body Shop and Boden.
Both appointments were announced in March 2026.
The outcome
Moss secured two senior appointments to provide permanent leadership across marketing and CRM, bringing together the strategic, brand and customer capabilities central to its next phase.
With Harriet reporting directly to the CEO, the appointment also reflected the importance of marketing within the wider business agenda.
For Hunter-Miller, the work was about more than filling two senior positions. It was about understanding the direction of a business, the thinking behind its transformation and the leadership required to turn that ambition into lasting capability.
Two appointments. One shared ambition: putting the customer at the heart of growth.