Marks & Spencer is reorganising its marketing group in a reshuffle that will create at least three new senior posts. Baker Street has already stated that the necessary skills will be found externally. Group marketing director Alan McWalter will run the multiple's marketing with two sections. The marketing strategy unit will be led by Dr Nick Penny. It will work on market research, managing customer relationships, brand management and local store cataloguing. The multiple is currently recruiting a specialist to run its brand design and delivery unit. The brief will be to oversee external marketing, store design, marketing publications and creative design. The structure will reflect the new direction the customer business units will be taking and will ensure that buying, selling and marketing are better co-ordinated. The aim, according to McWalter, is "to ensure we fully understand the competition, are aware of the trends in the marketplace and can communicate in the most effective way to our customers". The marketing group was formed in January last year with the arrival of McWalter from Woolworth, where he was marketing director. In March, McWalter launched a new look for the Marks & Spencer brand, appointing a new creative agency ­ a new media buying agency will be announced shortly. {{PEOPLE MOVES }}

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