SumoSalad hires new chief customer officer as part of digital transformation strategy

Australia's healthy fast food chain's recent CCO appointment forms as part of the brand's new strategic vision

Australia's healthy fast food chain, SumoSalad, has joined the ranks of Australian organisations to appoint a chief customer officer.

Lawrence Mitchell has over 20 years' experience in digital marketing in Australia and the UK and has been the head of marketing for the likes of Reed Business, eCountries.com and Accuity. A qualified health and wellness coach, he also set up RawEnergy in 2013 where he released blog posts, books and coaching programs focusing on helping entrepreneurs, business owners and corporate executives gain back a healthy life balance.

Lawrence joined SumoSalad from RBI, where he was global marketing director, a role he occupied for nine years, during which time RBI transformed from a declining magazine business to a fast growth, high margin, digital data and analytics portfolio business, elevating a number of brands into the digital age. Lawrence is author of three books including Success without Stress and Sugar: Sickly or Sweet.

At SumoSalad, Mitchell will be responsible for enhancing the experience of customers when they engage with the brand in store, via the app or online.

“This new position reflects SumoSalad’s focus on enhancing our customers’ overall experience and maintaining our position at the forefront of developments in the healthy fast food industry," SumoSalad Chief Executive Officer Luke Baylis said. “At SumoSalad we are completely focused on deepening our understanding of how technology, health and food intersect.”

Mitchell will also be responsible for improving the way SumoSalad engages and interacts with its customers across the brand's 115 stores, app, web site and other touch points.

“SumoSalad provides healthy, tasty and affordable food,” Mitchell said. “My role will be to deepen our knowledge of our customers, and create strong offerings and experiences that enable them to easily access great tasting, nutrition-rich food and drink. I'm excited to join the Sumo squad at such an exciting moment in the journey.”

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

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