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Missguided appoints new digital lead from Dawsons Music

Missguided is starting the new year with a new head of digital, following the arrival of Nicola Tibbs from Dawsons Music.

Essential Retail understands that Tibbs will take on many of the responsibilities held by the fashion e-tailer’s former head of eCommerce, Mark Leach, who left in July 2018 to become managing director of conversion optimisation agency User Conversion.

Missguided also saw its online chief executive, Gareth Jones, leave in May 2018 after only eight months in the role – he joined Moss Bros as a non-executive director just before Christmas.

Tibbs has spent the last six years at Dawsons – a chain of 11 music stores which also operates online and mail order services. She started as eCommerce manager in 2014 before spending the last four years as head of eCommerce.

During her spell at Warrington-based Dawsons, the retailer trialled various new technologies aimed at improving the customer experience, including the implementation of GoInStore’s technology which connects online shoppers to an in-store member of staff using wearable technology.

The change at the top of Missguided’s eCommerce team at the start of 2019 comes as Jonathan Wall vacates his position as the company’s chief digital officer.

Wall starts the new year as UK general manager of home security systems business, SimpliSafe, leading the US organisation’s operation as it looks to grow its presence across the Atlantic. Wall also holds other investor and advisory positions, including at room planning and visualisation software firm Digital Bridge.