In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Beauty subscription service bellabox has appointed Stephanie Michel to CMO and Carmel Morgani to commercial director as part of the company’s move to support the next stage of growth planning.
Michel was bellabox’s e-commerce director in Singapore and her promotion will now take her to the Melbourne headquarters. Ex-News Corp director Morganti was appointed commercial director to overseas strategic brand partnership and product service. According to Bellabox, the newly created roles will help drive member acquisition, secure strategic brand partnerships and build a solid product-sourcing pipeline.
As CMO, Stephanie Michel will lead the marketing team across Australia and Singapore, positioning the bellabox brand as a beauty authority for members and brand partners. She will also oversee the business’ online performance strategy and ensure customers’ online and offline experience is best across markets.
Carmel Morganti will be charged with leading the brand partnerships team to build and grow relationships with iconic cosmetic suppliers, manufacturers and innovative beauty brands.
According to bellabox CEO and co-founder, Sarah Hamilton, the appointments were pivotal to ensure momentum was maintained as the business transitioned from an early stage to a late stage start-up.
“bellabox’s two recent appointments mark a very exciting time for the business as we ramp up our growth efforts both in Australia and Singapore,” she said. “While we continue to have strong organic growth, we believe there is still a massive opportunity to focus on building customer acquisition and working with brands that have not yet partnered with bellabox to get their products into the hands of potential customers.”
bellabox works with more than 900 desirable and on-trend beauty brands including BurtsBees, Kevin Murphy and Aveda to create over 40,000 customised boxes for its members every month across Asia-Pacific. Having already grown 45 per cent from FY14, the company is aiming to hit the 70,000 member milestone within 12 months and cement its position as the number one subscription service in the market.
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