DFS reshapes marketing function to accommodate Normoyle

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DFS: sofa retailer revamps its marketing management team
DFS: sofa retailer revamps its marketing management team

DFS has promoted marketing director Andrew Trofimowicz to business planning director, after hiring BBC marketing chief Helen Normoyle as chief marketing officer.

Trofimowicz will report directly to DFS chief executive Ian Filby and will now focus on business functions including "optimisation" of the product range, developing the brand's promotional programme and improving contractual relationships with suppliers.

He has been with the company for more than 25 years and in his role as marketing director, he was responsible for reviewing its £84m media planning and buying, and advertising accounts, and for awarding them to MediaCom and Krow respectively.

It emerged in February that Normoyle was leaving the BBC to join the sofa retailer. She has now taken over the marketing and brand building activity at DFS and will also report directly to Filby.

Normoyle is a former director of marketing at Motorola and was appointed as director of marketing at the publicly-funded broadcaster in September 2010, after a spell as its director of audiences.

Follow Matthew Chapman at @mattchapmanUK

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