The McArthurGlen outlet in Cheshire Oaks

LONDON — The McArthurGlen Group, which operates designer outlets across Europe, has appointed Shaeren McKenzie as its chief brand officer, a newly created role.

McKenzie, who previously served as the company’s group marketing director, will work closely with the group’s brand partners to enhance the offer and services provided to customers and lead all marketing initiatives that will develop the brand image and “narrative” to both customers and business-to-business audiences.

Julia Calabrese, chief executive officer of the McArthurGlen Group, said that the creation of this new role is in response to the increasingly competitive retail landscape and the need to establish close connections with the consumers: “While the appeal of affordable luxury has never been stronger, our marketplace continues to evolve rapidly. One of the ways our board is responding is with the creation of this new role. Shaeren has a deep appreciation of our customers. She knows how to communicate with them. She understands how we should evolve our customer proposition, in all our markets and across all platforms. She will be key to us driving continued growth and success for our business and our brand partners.”

The appointment comes at a time when the company is in rapid expansion mode. It has began construction on a new outlet in South Spain, expanding its outpost at Vancouver Airport in Canada and further strengthening its position in the U.K. through expansion of two existing locations in Cheshire Oaks and Ashford and the opening of an additional outlet — a 160 million-pound development — in the West Midlands.

McKenzie said that she plans to focus on strengthening the group’s customer proposition, as a means of driving further expansion in key markets such as the U.K. and Italy.

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