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Ted Baker taps new customer, marketing and digital boss

Updated: Feb 7, 2022

Ted Baker has named Esprit executive Jason Beckley as its new chief customer, marketing and digital officer.

Beckley, who joins the premium retailer today (19 January) from Esprit, where he was chief marketing officer, will lead brand, marketing, customer and digital operations at Ted Baker.

He has also held marketing and brand strategy roles for clothing brands including Ralph Lauren, Alexander McQueen, Clarks and Jack Wills.

Beckley joins as Ted Baker continues to push ahead with its transformation plan, which launched in 2020 after the business was hit by operational issues and scandals, which forced founder Ray Kelvin to exit the business.

The three-year "Ted Growth Formula” transformation plan hinges on the retailer's move to a digital-first brand, with a "refreshed and demand-driven" product offering. The business will also prioritise building brand awareness outside of the UK.

Ted Baker CEO, Rachel Osborne, said: “Refreshing and re-energising the Ted Baker brand is a key part of our growth strategy. We are excited to welcome Jason to our executive team, where his extensive experience will be invaluable as we continue to progress with the turnaround of this great global lifestyle brand.”

Revenue at Ted Baker increased 17.6% year on year to £199.3m in the 28 weeks to 14 August. However, compared with the equivalent period in 2019, revenue was down by 36.4%


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