Waterstone’s, the bookshop chain has ended its six-month search for
a marketing director by recruiting the woman who led the British School
of Motoring (BSM) into book and CD-ROM publishing.
Lesley Miles, marketing director for BSM, joins in April, replacing
Martin Lee, who left in September. He has since joined brand consultancy
the Fourth Room (Marketing, January 20) to develop a publishing
division.
During a seven-year stint at BSM, Miles, 37, set up a book and CD-ROM
publishing division and developed a relationship marketing strategy for
BSM’s parent company, RAC Motoring services. She was previously at
marketing consultancy Triangle Communications, working with clients
including Coca-Cola, NatWest and Barnardo’s.
Miles, who will report to managing director David Kneale, takes the helm
as Waterstone’s expands into internet selling to combat the emergence of
online bookstores such as Amazon and BOL. It is also experimenting with
larger, destination-style stores, such as its flagship store in London’s
Piccadilly.
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