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 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

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

The things who have mentioned are very convincing and will certainly work.

Lunna Walker

Xero evolves to fit a changing marketplace

Read more

The use of the virtual reality and the additional reality in marketing are only the first steps to the unlimited possibilities. When you ...

Viri VR

Treasury Wine Estates ramps up consumer engagement with augmented reality app portfolio

Read more

Personally, I know about using virtual reality in VR games or when watching movies. I live in Melbourne and often visit a club - https://...

Rafe Frost

3 brand new virtual reality experiences in action

Read more

Infographics are quick and easy to understand! Pictures indeed speak better than words. SEO in Mumbai

Tanushree

Image intelligence:10 must-see infographics for marketers

Read more

A lot of digital developments have definitely merely scratched the surface and have served to deliver more, though not necessarily better...

Dave Heywood

Panel: The quick wins of customer experience improvement are over

Read more

Latest Podcast

More podcasts

Sign in