Mango creates customer-focused division, appoints COO

Mango has announced a change in its organisational structure, with its CRM, loyalty and customer service teams being grouped together under a new customer-focused division. 

Guillermo Corominas has been appointed as chief customer officer - Mango

The move follows a decision by the Spanish clothing chain to ensure that all client information is handled and shared seamlessly across its different departments, and is part of its omnichannel vision.

Heading the new department will be Guillermo Corominas, who is currently serving at the retailer as communications director. He will be promoted to take up the newly-created role of chief customer officer.

Over the last year, Mango has been overhauling its organisational structure, strengthening its executive team and creating new departments, such as Customer Experience (led by Oleksandra Melnyk).

In his new role, Corominas will report directly to Elena Carasso, who is a member of the company’s executive committee, and will retain responsibility for the brand’s institutional relations.

“The creation of this new department is another step in the company’s firm commitment to put customers at the centre of the business. We have been working towards this in recent years, and now will be able to put an even greater focus on the customer. It is an honour and a great responsibility to take up this new position,” said Corominas.

Mango’s press relations will be now handled by Diana Puig, who will become responsible for the brand’s advertising, PR, online and production efforts.

Founded in 1984, Barcelona-based Mango made sales of 2.26 billion euros in 2016, compared to revenue of 2.23 billion a year earlier. This represented a 2.9% decrease.

Translated by Barbara Santamaria

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