Matt Houston in

Matt Houston

Observer · DISC type ci
Chief Customer and Digital Officer at Primark
📍 United Kingdom

Matt Houston is Primarks Chief Customer and Digital Officer, responsible for integrating the brand, customer experience, and digital strategy. With a background advising global retailers at Javelin Group and a degree from the University of Oxford, he focuses on driving Primarks international growth by uniting its customer-facing functions across all markets.

There is no publicly available information regarding Matts personal life or hobbies.

He spearheaded the rollout of Primarks first Click + Collect service across all UK stores, a pivotal step in the companys digital strategy.

Read the full overview →
Experience
18 Years
Current Role
Chief Customer and Digital Officer
Job Level
Leadership
Location
United Kingdom
Personality Overview

How Matt shows up

Assertive
Value Driven
Curious

They can sound friendly and charming but can quickly change gears to become inquisitive and probing. They are generally good communicators and can be hard to convince. They are likely to ask many questions and look heavily for supporting information.

Priorities

Topics Matt cares about

Omnichannel Retail
He is accountable for creating a consistent brand experience across all channels and led the rollout of Primark's Click & Collect service and new customer website.
Customer Experience
His role unifies customer and digital teams to place the customer "firmly at the heart of everything at Primark, " aiming to deepen customer engagement.
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Career

Work history

7-2025
Chief Customer and Digital Officer
Primark
6-2021 - 7-2025
Group Digital & Strategy Director
Primark
8-2018 - 6-2021
Strategy & Transformation Director
Primark
12-2017 - 8-2018
Managing Director
Javelin Group
2-2013 - 8-2018
Associate Director
Javelin Group
In the press

Media appearances

Primark appoints Chief Customer and Digital Officer. Featured in Primark (Corporate)
See now
Primark promotes Houston to chief customer and digital officer. Featured in FashionNetwork
+5 more appearances Login to view media
Education
2013 - 2013
MAP - Management Acceleration Programme
INSEAD
2002 - 2006
BA (Hons)
University of Oxford
Social presence
in
Behavioral profile

DISC profile (public)

c

Calculativeness (C)

Calculativeness (C) reflects the degree to which a person is likely to be cautious, systematic and analytical. Those scoring high tend to emphasise quality and accuracy.

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