Cotton On marketing chief switches to Country Road CX role

Global head of marketing and ecommerce will now oversee customer experience and brand for the growing fashion retailer

Cotton On’s global head of marketing and ecommerce has switched apparel retailers, taking up a new customer experience-focused role at Country Road.

Col Kennedy, who had been heading up marketing for Cotton On for the past two years, joined Country Road as its general manager of brand and customer experience in August. The new role is responsible for overall brand positioning and customer engagement strategies, from visual merchandising and creative to online, including ecommerce, and marketing globally.

Kennedy is reporting directly to managing director of Country Road, Darren Todd. While it’s too early to discuss specific priorities, he told CMO he was excited about the prospect of building the Country Road brand.


“Country Road is brand that stood out when I first arrived in Australia over five years ago and with which I feel a very strong connection to,” Kennedy said. “It is an iconic Australian brand with a standout heritage and huge ongoing opportunity. This new role as part of the wider team here will deliver the next part of Country Road journey.”

Country Road is owned by Woolworth Holdings, a South African-based conglomerate that also owns David Jones, Mimco, Trenery and Witchery. In September, the group appointed former Marks and Spencer leader, Scott Fyfe, as its new group CEO. He replaces former chief, Matt Keogh, from early 2017.

Woolworths is also now in the process of acquiring embattled retailer menswear retailer, Politix, a deal being done under the Country Road group for $60 million.

Kennedy was with Cotton On since June 2014. Prior to that, he was general manager of marketing at Target, and also had a brief stint working across Target’s digital efforts. His resume also includes regional and marketing director roles at THQ, The Walt Disney Company, Sony PlayStation and TUI Travel based out of the UK.

One of the highlights of Kennedy’s time at Cotton On has been instilling the retailer’s ‘brand why’ purpose, aimed at making a different in people’s lives. To do this, he employed the Golden Circle model developed by Simon Sinek and has strived to move the brand beyond transactions to become truly engaged with its communities.

In his CMO50 submission in 2015, Kennedy said ‘brand why’ had become the filter by which all departments work to, whether they are a buyer creating the next best seller that will make someone feel great at the weekend, or a store team member going the extra mile to help a customer. This has become the centre piece of the company’s strategy, is at the heart of the brand, and has generated a cultural shift in the organisation, he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The rise of the conscious consumer

The concept of consumers boycotting brands and publishers isn’t a new one.

Jodie Sangster

CEO, ADMA

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

Typo"claiming no other email service protects its users form spam, hacking and phishing as successfully as Gmail"I'm sure Google can help...

OlliesBlog

Google to stop scanning personal Gmail accounts for ad targeting

Read more

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Latest Podcast

More podcasts

Sign in