Charlotte Lock's Exit: What It Means for John Lewis Marketing Strategy

Key Departure at John Lewis

Charlotte Lock, the top marketer at the John Lewis Partnership, has officially left her role after nearly three years. Her departure was announced on LinkedIn on January 6. Lock was appointed as the first pan-partnership customer director in February 2022, tasked with bridging the gap between the John Lewis and Waitrose brands to enhance value and reduce costs.

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Significant Changes During Tenure

During her time, Lock oversaw pivotal changes, including the retirement of the iconic price promise ‘Never Knowingly Undersold’. This promise was reinstated in September 2023, as Lock acknowledged that the brand's value perception had been a “detractor”.

In 2023, the Partnership also reviewed its creative agency, ending a 14-year collaboration with Adam&eveDDB, known for its memorable Christmas ads. A new partnership with Saatchi & Saatchi has since been established, producing the last two Christmas campaigns.

Looking Ahead

Lock has not disclosed her next career move but stated it aligns with her “personal passion”. Her previous experience includes a role as director of data, loyalty, and digital products at the Co-op and nearly nine years at the BBC.

Marketing Week has reached out to John Lewis for updates on the new leadership for the marketing function but has yet to receive a response.