Anna Greene has been promoted to vice-president of marketing, as Gousto looks to “broaden and strengthen” its leadership team.
Gousto has promoted Anna Greene to vice-president of marketing as part of a wider “evolution” of the leadership team.
Formerly vice-president of customer, Greene will lead a unified team across acquisition, brand, creative and PR, reporting into chief customer officer Murray Lambell.
According to Gousto, the integration will allow the business to build more consistent, insight-driven campaigns that directly support acquisition and brand equity, as the meal kit firm pursues the “next phase of growth”.
Greene joined Gousto in 2018 as brand director, rising to the role of vice-president of brand, insights and strategy, before being appointed vice-president of customer in June last year. Prior to joining Gousto, she held senior marketing roles at EE and Orange.
Rather than seeking to replace the vice-president of customer role, Gousto has “evolved the structure to broaden and strengthen the leadership team” around Lambell.
He was hired as chief customer officer in October 2024 with a mandate to “embed a strategy of customer obsession” across every touchpoint. His remit brings central aspects of the customer experience, from marketing and food proposition to insights, care and sustainability, “into one fully connected structure”.
Lambell, who spent 17 years at Ebay prior to joining Gousto, was appointed to “create even more value” for customers and “enhance” the overall customer experience, while heading up a “fully connected structure” around customer.
After his appointment, Lambell told Marketing Week one of his priorities was taking the brand into mainstream consideration, “both for existing customers, but also continuing to unlock new customers”, as he claimed there is “still a tonne of headroom to grow”.
As part of the focus on customer, Ben Lyall was appointed vice-president of retention and customer care last month. Lyall joined from Sky where he spent 19 years in senior customer strategy and commercial roles. According to Gousto, his experience in driving long-term customer value and loyalty at scale makes Lyall a “great fit”, as the business looks to deepen its focus on “retention and operational excellence” in customer care.
“Together, this team enables a more unified, insight-led approach to how we attract, serve, and retain customers – setting us up strongly for the next phase of growth as we continue our mission to become the most-loved way to eat dinner,” a spokesperson told Marketing Week.
