Ex-McDonald’s executive Pierre Woreczek has joined Kingfisher as its first chief customer officer. With a 10 year history behind him at the fast food chain, Mr Woreczek’s most recent position was chief strategy, customer and digital officer.

Mr Woreczek commented: “This is a great opportunity to join a business at a really interesting stage in its development. I look forward to working with all the teams to continue Kingfisher’s journey to create good homes by making home improvement accessible to everyone.”

Mr Woreczek continued: “Being customer centric is not enough. People are judging organisations with more elements in their hands so now I’m talking about winning the advocacy battle. We need to be more focused on advocacy.

“Profit will only happen if people understand the value of a company and can buy into those values. Corporate strategy has become more important than brand strategy… companies are the engine of the brands.”

Responding, chief executive officer, Veronique Laury, said: “I am delighted to welcome Pierre to Kingfisher. He is a highly experienced international executive with a strong track record in marketing, operational and customer-facing roles. I look forward to working with him as we develop the ‘ONE’ Kingfisher plan and become a single, unified company where customer needs always come first.”