M&S names head of social media

Tonry joined M&S in 2017 as assistant social media manager.

During her four years in the role, she developed and executed large-scale campaigns across M&S's clothing, home and food divisions, including brand positioning, product launches and Christmas ads.

She also led the high street retailer's influencer collaborations and platform-specific content creation and pioneered the use of new social media tools such as Instagram Shopping.

In March 2021, Tonry was promoted to social media manager for M&S's clothing and home division, followed by a promotion to social media lead in August 2022 - a role she has held until this month.

Since September 2018, the number of followers of M&S's main Instagram account has increased by 154% to 2.2m, and the retailer has become known for its innovative marketing campaigns, including July 2024's humorous namesake ad, for its menswear line, starring reality TV stars Mark Wright and Spencer Matthews.

Drapers has contacted M&S for comment.