Helen Lacey joins the department store as senior PR manager and will lead the PR effort for Debenhams.com, personal finance, social media, corporate and international. She was previously chief press officer at Which?, managing its food, personal finance and consumer rights campaigns.

She also led PR for personal finance magazine Which? Money, telephone advice services Which? Legal and Which? Mortgage Advisers, as well as recommendation site Which? Local.

Kate Thomas joins as PR manager and will manage beauty, kidswear, charity and retail services. She was previously an account manager at Focus PR, working on a variety of consumer lifestyle brands including drinks, interiors, beauty and online fashion.

Jenny Slungaard has also joined as a PR Manager and will cover womenswear and accessories, including the designers at Debenhams range. She was previously PR manager at jewellery and hair accessories brand Icon Live Ltd, where she managed PR for all Icon host brands including The Earring Boutique.

ISM Search and Social's Gemma Owen has also joined Debenhams to co-ordinate the company's social media activity. She was previously account manager at ISM, managing social media activity for clients including Mercedes-Benz and Evans.

Working as part of a team of 10, Helen, Kate and Jenny will report to Debenhams' recently promoted director of public relations, Ed Watson, with Gemma reporting to Helen.