Insights into Sports Direct’s restructured marketing team and updated strategy
Frasers Group is not filling the CMO position after Beckie Stanion left the company in February. Instead, Ger Wright, Managing Director of Sport at Frasers Group, will now be responsible for marketing alongside Chief Customer Officer David Clark.
Sports Direct has been on a journey with its marketing in recent years. In 2021, former CMO Beckie Stanion said the brand needed to “step up its game”, leading to efforts to change customer perceptions, upgrade the brand and focus more on brand building.
Three years later, Sports Direct is still on a roll. In February, Stanion left Frasers Group after two years as CMO and four years with the company – she initially joined as CMO for Sports Direct alone in 2020 – and Ger Wright, Managing Director of Sport at Frasers Group, took over as head of marketing functions. Also in February, Group Digital Director David Clark was promoted to Chief Customer Officer, responsible for creative and planning.
Frasers Group has no plans to fill the CMO role, Wright told Marketing Week. Instead, the roles are organised around the executive directors. The company’s three strategic pillars are sport, premium and luxury.
