Aussie retailer Paws for Life brings on its first CMO

Appoints former Sony head of brand marketing as its first chief marketing officer as it looks to move from startup to market leader

Australian pet supply retailer, Paws for Life, has appointed former Sony head of brand marketing to become its first chief marketing officer (CMO) as it looks to embark on its next phase of development.

Simon Hovell was previously the head of direct business and brand marketing at Sony and steps into the CMO role immediately. His was previously marketing director at Dell Australia and New Zealand, the head of brand, advertising and customer value at NAB, and has worked in a number of media agency roles.

Alongside Hovell, Paws for life has also recruited former chief financial officer of Virgin Mobile, Paul Jamison, as its new CFO.

In a statement, Hovell said Paws for Life has made significant strides using the lean start-up approach of experiment, iterate, learn, optimise and repeat, but it was time to take things to the next level.

The retailer was recently awarded Fastest Growing Startup at the 2014 StartupSmart Awards and claims to have chalked up 58,000 per cent growth in three years of operation. It has also raised $2.4 million in investment funding since its inception in 2011.

“Up until now, the marketing focus has been solely on gaining traction through rapid payback marketing efforts, with most success in search engine marketing,” Hovell said. “My remit is to expand that approach into other channels and build out the customer experience with a particular focus on retention and partner marketing.

“I’m excited by the challenge of taking animber start-up on the brand evolution journey. Simultaneously, as we grow we’re committed to maintaining our high levels of customer happiness.”

Paws for Life CEO and founder, Mike Frizell, said Hovell and Jamison brought the organisation strong experience in large, market-leading firms.

“At Paws for Life we manage everything ourselves, from developing our technology to warehousing and logistics, to distribution and customer service, and now marketing and accounting,” he commented. “ It is the only way we can ensure our customers get the level of service they expect and deserve, and the only way to ensure our partners get the brand integrity they deserve.”

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in