Holdway, who joins from his current position as brand director at DIY retailer Wickes, will take on a remit including brand strategy, advertising, public relations, in-store look, creative and photography for the department store group.
He will report to House of Fraser chief operating officer Nigel Oddy, who has been responsible for marketing .
Holdway operated as Woolworths marketing and customer services director between 2005 and 2009, overseeing the development of the now-defunct high-street retailer’s 'Wooly & Worth' ad campaign.
He then joined Shop Direct as Littlewoods brand director, leading a new celebrity led brand strategy and recruiting Coleen Rooney as its brand ambassador.
Holdway said he would look to further establishing House of Fraser's "premium credentials".
He added: "As one of the most established names on the high street, House of Fraser's unique heritage and positioning makes this role an extremely exciting opportunity."
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