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

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

As someone with both experience in marketing and working with UiPath both, I can say that I cannot wait to see more marketing processes u...

CiGen RPA

What robotic process automation can do for marketers

Read more

10 Business applications of virtual reality (VR) technologyhttps://www.sendiancreation...virtual reality

sendian creations

The new wave of VR applications

Read more

Latest Podcast

More podcasts

Sign in