House of Fraser has promoted Sarah Baillie to the role of director of digital product, taking on responsibility for the department store chain's digital product management, project office and customer experience teams.

Baillie's remit is to deliver change and improvements to the retailer's digital proposition, and she replaces Mark Madden, whose temporary contract ends at the end of February. Madden, a former digital services director at the UK Ministry of Justice, joined House of Fraser last summer with the primary objective to mentor Baillie up to director level.

Meanwhile, Maddie Melson has been promoted to the new position of director of customer insight. Both new roles are effective from 1 March 2016.

The changes fall under the umbrella of the customer team, which was created in 2015 as part of what Andy Harding, chief customer officer at House of Fraser, calls a "pioneering restructure", led by the business's decision to place shoppers at the heart of strategic decision making.

Harding described Baillie and Melson as "key members" of the fledgling customer team, adding: "I would also like to take this opportunity to thank Mark for the huge contribution that he has made to the business in the six months that he has been here."

Madden has played a central role in setting the operating model for the digital product team and the ongoing development of House of Fraser's web platform.