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Phase Eight and M&S alumni James Williams joins Frugi to lead marketing

Organic, ethical kid's clothing brand, Frugi, has tapped James Williams as marketing and e-commerce director. 

The marketer was most recently director of online and marketing for women's retailer Phase Eight, prior to which he held a similar role at Jigsaw

Williams' new global remit will specifically include online trading, conversion rate optimisation, email marketing, digital marketing, brand marketing, PR, social and web development. 

His arrival comes little over a year since Frugi was snapped up by private equity firm True. As part of the deal last July, Superdry's former executive board director Hugo Adams was appointed to lead the business as chief executive.

Commenting on Williams' appointment, Adams said: “I’m delighted that James will be joining us at a pivotal time for Frugi as we continue to invest in international growth. James will play a pivotal role in these ambitious plans, which aim to significantly increase global turnover.”

Williams began his career on the Marks and Spencer graduate training scheme, originally in stores before being enrolled onto the M&S.com e-commerce initiative. He then completed a variety of roles across M&S.com including senior Online trading manager for foods, wines, flowers, gifts and hampers.

After leaving M&S James joined Jigsaw as the group head of e-commerce, which included seven websites – Jigsaw UK, USA, Australia, as well as The Shop at Bluebird and concession partners of John Lewis, House of Fraser and Farfetch.

Based in Cornwall, Frugi specialises in colourful organic cotton clothes for children, as well as outerwear, bags and accessories from recycled plastic bottles.

Featured by The Drum

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