Helen Normoyle

Chief marketing officer


Normoyle is a big believer that marketers are only as good as the product they are promoting, which is why she has put a lot of focus on striking partnership deals with premium brands such as Country Living, House Beautiful and French Connection, as well as fashion designer Giles Deacon. This approach, coupled with her appetite for analytics, has borne fruit by attracting new customers to the brand, in addition to retaining the core DFS customer base. This innovative flair has also paid off in her cause-related marketing efforts, in campaigns such as the sofa-donation scheme, whereby customers can hand over their old couches to the British Heart Foundation to be sold.