Natalie Crane named head of digital marketing at Marks & Spencer

British retailer Marks & Spencer (M&S) has appointed Natalie Crane as its new head of digital marketing. Crane announced the transition on LinkedIn, stating that she will help steer the strategic expansion of the heritage department store group's online reach.

“I’m happy to share that I’m starting a new position as Head of Digital Marketing at Marks and Spencer,” Crane wrote. “I’m incredibly excited to be joining such an iconic brand and helping shape the next chapter of its digital journey.”

Prior to joining M&S, Crane served at UK retail conglomerate Frasers Group, where she held the position of head of digital marketing since July 2025. She initially joined Frasers Group in August 2024 as head of performance marketing.

Crane also brings experience from British e-commerce retailer Boohoo Group (Boohoo), having worked as head of performance marketing across a portfolio of digital labels including Debenhams, Coast, Oasis, Warehouse, Dorothy Perkins, Wallis, Burton and MissPap; alongside earlier digital roles at British supermarket group Sainsbury's and British homeware retailer Habitat.

Online channels have become a central pillar of the turnaround strategy at M&S, serving as a primary driver of customer acquisition and market share gains across both food and clothing divisions. The retailer has invested heavily in omnichannel capabilities, expanding click and collect availability, modernising distribution centres, and revamping its customer loyalty ecosystem through its mobile application.

The appointment comes as M&S continues to build momentum in clothing and home e-commerce. Strategic efforts to integrate digital platforms with its brick and mortar network have enabled the group to attract younger demographics and broaden third-party brand offerings on its website.