Natalie Kingham at the dinner

LONDON — As gears up for expansion, it has introduced three new senior roles in its fashion buying, branding and content departments that will facilitate the company’s growth ambitions.

The new positions have been filled internally: Natalie Kingham, who has been working as the retailer’s buying director since 2010, will now take on the role of fashion and buying director, while global communications director Jess Christie will take on the role of chief brand officer. Kate Blythe, who is currently the company’s global content director, has been named chief content officer.

The promotions are effective immediately.

As part of her new duties, Kingham will continue overseeing the buying strategy and cultivating young talent. She recently introduced the Innovators program to highlight the most promising emerging designer names on She will now also be focusing on introducing new categories, such as lifestyle and interiors, to drive further growth.

Christie will shift her focus to growing the company’s brand image via digital and physical experiences, one of her first major projects being the opening of the new Matchesfashion townhouse on Carlos Place, a six-floor space in London’s Mayfair that aims to bring together the experience of the Matches retail stores, private shopping services and “In Residence” events under one roof.

Blythe will continue to develop Matchesfashion’s content offer across multiple channels, ranging from mobile, e-mail, film and editorial, and develop a new broadcasting hub at Carlos Place in order to ensure that Matchesfashion can “reach customers with relevant information when, where and how they prefer to engage.”

“These promotions signal our strategic ambition to be the most personal luxury shopping experience in the world. We will achieve this by continuing to build our global brand and inspiring our customers and partners by curating the best talent and showcasing it all through storytelling that seamlessly blends content and commerce,” said Matchesfashion’s chief executive officer Ulric Jerome.

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