‘Evolving in the right way’: Inside Sports Direct’s restructured marketing team and updated strategy
Frasers Group is not replacing the CMO role after Beckie Stanion left in February. Instead, Ger Wright, managing director for sport at Frasers Group, is now responsible for marketing alongside chief customer officer David Clark.
By Molly Innes
Sports Direct has been on a journey with its marketing in recent years. In 2021, former CMO Beckie Stanion said the brand needed to “up its game”, prompting an effort to change customer perceptions, elevate the brand and lean more on brand building.
Three years on, Sports Direct is still on a journey. In February, Stanion departed Frasers Group after two years as CMO and four years with the business – she joined initially in 2020 as CMO for Sports Direct alone – and Ger Wright, managing director of sport at Frasers Group took over managing the marketing functions. Also in February, group digital director David Clark was promoted to chief customer officer, overseeing creative and planning.
Frasers Group has no plans to replace the CMO role, Wright tells Marketing Week. Instead, its functions are set up around pillar managing directors. The business’s three strategic pillars are sports, premium and luxury.
