Myer CMO promoted to chief customer role as retailer reports stronger results

Department store giant also appoints a new EGM of brand and marketing as part of customer engagement efforts

Daniel Bracken
Daniel Bracken

Myer has promoted its deputy CEO and MD of marketing and merchandising, Daniel Bracken, to the newly created role of chief merchandising and customer officer alongside his deputy duties.

The promotion was announced at the same time as the department store giant released its Q3 financial results, highlighting a 2.1 per cent improvement in year-on-year sales for the 13 weeks to 23 April 2016 to $675.5 million. Year-to-date total sales are also up 1.9 per cent to $2.47 billion, or 3.3 per cent on a comparable store basis.

The stronger results come just over six months after Myer announced its $600 million ‘New Myer’ strategy and transformation agenda, aimed at improving omni-channel and digital capabilities, delivering stronger in-store customer experiences, and upping brand perceptions.

Myer CEO, Richard Umbers, said it had become increasingly clear that the company’s customer-focused strategy, combined with brand and service initiatives, are translating into improved performance and it was time to take further steps to build on its early momentum.

Bracken’s new role is a reflection of this strategy and desire to be customer focused, he said.

“In this new role, Daniel will take on additional responsibility for all aspects of the New Myer customer experience and for ensuring the customer perspective is at the forefront of all of our decision making and execution,” Umbers said.

In addition, Myer has created the new role of executive GM of brand and marketing, appointing Michael Scott to the position. Scott has more than 15 years’ experience in marketing and brand management across local and international brands such as Virgin Australia, McDonald’s in Australia and the UK, and Coles Myer. He takes up the post on 1 June and reports directly to the CEO.

“During his career, Michael has been involved with a number of well-known brand transformations and his insights and skills will be instrumental in driving our marketing strategy during our own journey to New Myer,” Umbers said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on Google+:

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

​Relevance and substance are the keys to marketing’s future

Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.

Jean-Luc Ambrosi

Author, marketer

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

eHarmony should be closed forever for fraud!The success rate of eHarmony is less than 10%.eHarmony is ONLY a 17+ years old obsolete site...


eHarmony: How machine learning is leading to better and longer-lasting love matches

Read more ICO relaunch March 14 - April 14 2018. Building a bigger community and more holders will surely move Krios to top exchan...

Mark Dalton

Blockchain pitched as answer to influencer marketing management

Read more

Lok knocks it out the park and predicts the future...“People are starting to understand they own their own data, and this will come to a ...


Data regulation key to marketing innovation

Read more

It needs to come from the top. It's not just about buy-in from the leadership team, leadership should be part of the development process ...

Stephen Houraghan

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

When was this article posted?


Report Reveals the Channels That Really Influence Consumer Purchase Decisions

Read more

Latest Podcast

More podcasts

Sign in