Super Retail Group CMO departs; retailer reshuffles marketing and digital teams

ASX-listed retailer will not be directly replacing its group marketing leader and is planning a host of functional changes as its undertakes a customer-led digital transformation program

Kevin McAulay
Kevin McAulay

Super Retail Group’s marketing leader, Kevin McAulay, has left the ASX-listed retailer and will not be directly replaced as the group undertakes a major executive and functional reshuffle.

McAulay was the general manager of the retail group’s centralised strategic marketing function for seven years and initially joined as the marketing manager for its BCF (Boating, Camping Fishing) brand in 2006. His resume also includes marketing stints with IGA, Sargents and Franklins.

A spokesperson for Super Retail Group told CMO that McAulay left at the end of August and is not being directly replaced. Instead, the shared services marketing function is being decentralised, with many of the roles realigned to existing business teams and functions.

As part of its overall structure, Super Retail Group had already been maintaining brand managers for each of its retail brands, reporting directly to the brand’s managing director

Digital and CRM, which had been sitting underneath McAulay’s leadership, are undergoing more significant change as Super Retail Group enacts a customer-led transformation program aimed at becoming a stronger multi-channel player. The spokesperson said the program is a direct response to three paradigm shifts identified by the group: Greater customer centricity; change leadership; and collaboration.

As a result, digital capability will move into an expanded IT and information services function, while the group’s digital transformation stream is being directly sponsored by CEO, Peter Birtles.

A strategic CRM program has also been kicked off, with further details and progress expected in the new year.

In its 2014 Corporate Review, Super Retail Group said customer loyalty programs and data opportunities were taking centre stage within the business as it looked to drive more personalised engagement across its portfolio of retail brands. These include Supercheap Auto, Ray’s Outdoors, Rebel Sport and BCF.

McAulay said he’s now taking time out of the corporate world to work on building and repairing guitar and hi-fi amps.

According to Super Retail Group’s last financial year report to 30 June 2015, the total business recorded full-year net profits of $106.3 million off consolidated revenues of $2.24 billion.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

There is a new digital capture tool called QuickTrials app (www.quicktrials.com) that allows people who conduct Field Trials to collect t...

Quick Trials

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Recommendation engine is a great example of AI / ML.

Francis Kim

Chat bots: How to use them commercially right now - Big data delivery - CMO Australia

Read more

This new logo is offensively bad! And stop flashing it at us in between points on the television coverage. Trying to subliminally program...

Simon

Tennis Australia unwraps new brand identity for Australian Open

Read more

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

term paper help online

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in