One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
Myer has appointed a new chief of marketing and merchandise among a host of new senior executive appointments.
Former CEO of The Apparel Group, Daniel Bracken, will join the department store in the new role of chief merchandise and marketing officer, reporting director to CEO, Bernie Brookes. He is tasked with merchandising strategy including managing design, sourcing, buying and manufacturing, as well as advertising, digital, marketing, events and executing Myer’s brand strategy.
In a statement, Brookes said Bracken’s experience at The Apparel Group, where he oversaw the Sportscraft, SABA, Willow and JAG brands, as well as his international retail experience, made him a great candidate for Myer.
Prior to The Apparel Group, Bracken spent 15 years at Burberry in London, where he held various positions including general manager of childrenswear, head of merchandising and production, commercial director of menswear and most recently, VP of strategy.
Bracken's role replaces that of current executive general manager of merchandise, Adam Stapleton, who is leaving Myer to pursue another opportunity.
His appointment also comes nine months after Myer promoted former general manager of marketing, Megan Foster, to managing director of its owned fashion label, sass & bide.
Alongside Bracken, Myer has recruited its first chief information and supply chain officer, Richard Umbers, who is currently working for Australia Post as executive general manager across ecommerce and the parcel service.
In the newly created role, Umber will be responsible for online services, information technology including payment systems, supply chain and the Myer One loyalty program. He is also tasked with expanding and strengthening Myer’s omni-channel retail offer.Read more: AMI former chief Mark Crowe joins Brand Finance Australia as CEO
Myer also announced that it had appointed former MD and VP of Inditex Group as its new group general manager of strategy and business development.