Domino's appoints its first chief digital officer

Former online marketer will report to the CMO but says working with the CIO is a core priority as he builds out the pizza maker's digital strategy globally

Michael Gillespie
Michael Gillespie

Domino’s Pizza has appointed its first chief digital officer (CDO) in a bid to accelerate growth in the online sphere.

Michael Gillespie has spent the past seven years with the Australian retailer in online marketing and takes up the CDO post immediately. The newly created role reports directly to CMO, Allan Collins, but Gillespie also has an executive leadership position within the group.

In an interview with CMO Gillespie said he will also work closely alongside the company’s group CIO, Wayne McMahon, as the business formalises its digital agenda and broadens capabilities online. The CDO role encompasses the A/NZ business plus Domino’s operations in Europe and Asia.

“It’s been a natural progression for this business to bring on the CDO role,” Gillespie said. Sixty per cent of the group’s overall sales today are now conducted online, and are as high as 80 per cent with some franchise stores.

Domino’s has built a reputation for its digital and social experiments, launching an iPhone app, crowdsourcing social pizza on Facebook, and establishing Facebook ordering. The company also launched the interactive Pizza mogul website and app enabling consumers to create, sell and earn money from customising pizza recipes.

Gillespie said his role will be balancing customer vision and what Domino’s wants to achieve in the digital space, with building roadmaps and strategy for the group. He said the company recently brought on a new digital marketing manager for A/NZ to support day-to-day activities.

“If you go back seven years ago to when we first entered the digital space, you can see we’ve been transforming ourselves into a digital retailer and the focus of digital has grown,” Gillespie said. “The next evolution is for this role to be on the leadership team.

“We’ve had great growth and this role will allow us to amplify that.”

In a statement, Domino’s CEO, Don Meij, said having a CDO was an obvious next step for a brand looking to retain its progressive approach to digital.

“Digital is a huge part of our DNA – it’s here to stay, it’s who we are as a business and the appointment of a CDO is a transformative role that is all about connecting different disciplines and different departments,” he said.

8 things CMOs should know about CDOs

“Michael has demonstrated strength and leadership in overseeing a full range of digital strategies for the business.”

On Gillespie’s short-term priority list are making sure Domino’s has transparency and consistent reporting in the digital space across all markets, as well as building a roadmap for how new features will be rolled out either simultaneously or progressively across markets globally.

Another operational enhancement on the cards is building GPS capabilities, and Gillespie said he’ll work to ensure any changes are as seamless as possible for customers.

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

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in