July). She had been at Asda for almost ten years.
The move puts Watts in charge of all Selfridges' communications, both internally and externally.
On why the role had been created, she said: 'There are no issues driving it at all. Selfridges simply recognises the need to communicate well with all audiences.'
Watts oversees a PR team of around five, led by senior press officer Holly Mirza, based at is flagship Oxford Street store. It retains Camron PR for 'food and home' publicity and has used Borkowski PR and Modus Publicity for projects.
The chain has two stores in Manchester and one in Birmingham, and is reportedly planning to open an outlet in Glasgow.
The firm's marketing director is Sally Scott. Her promotion to the role earlier this month followed the exits of top marketers Bev Churchill and James Bidwell from the department store group.
Before Asda, Watts was corporate comms manager at National & Provincial Building Society, after spending 12 years at IBM.
Selfridges recently overhauled its website to resemble that of a high-end style magazine as it looks to cement its fashion credentials.