Winc appoints first CMO with transformation remit

Former Staples A/NZ business brings on its first chief marketing officer

George O'Neill
George O'Neill

Office and education solutions provider, Winc (formerly Staples) has appointed its first chief marketing officer with a remit to reinvent the newly rebranded business’ digital officer and lead its customer engagement efforts.

George O’Neil joins Winc from James Hardie Building Products, where led a digital transformation across the Oceania business as Asia-Pacific marketing director. His resume also includes senior brand and marketing roles with Procter & Gamble and Unilever.

O’Neill’s appointment comes just three months after the group rebranded and embarked on a transformation program aimed at shifting perceptions of the business away from traditional office and education products, to more solutions-based offerings.

“The creation of the chief marketing officer role is a testament to how serious we are about building our fresh new brand and giving our customers the best possible experience when they shop with us online,” Winc CEO, Darren Fullerton, said.

“The Winc digital business model is one of the longest and most successful ecommerce businesses across Australia and as part of George’s remit, he will lead a transformation program that will re-invent this and allow us to get closer to our customers than ever before.”

The Staples A/NZ business was acquired by private equity firm, Platinum Equity, in March, and was swiftly followed by Platinum Equity’s acquisition of Office Depot’s OfficeMax business locally in April.

At the time of the rebrand, Fullerton told CMO the intention was to appoint a new executive-level marketing leader to oversee a centralised marketing function.

“We want to bring on a world-class CMO to sit at the executive table to be at the heart of this shift and bring marketing from a little ‘m’  to big ‘m’,” he said at the time. “We have historically been a traditional, sales-led organisation. This is a shift to move from pure sales to interacting with customers like we’ve never done before.”

Fullerton has also signalled plans to invest into automation, artificial intelligence and digital experience.

At the same time as announcing its new CMO, Winc also took the wrappers of a new six-part content marketing series entitled ‘Jeanette: Office Detective’, which takes a comedic look at what goes on the workplace. The six episodes kick off this week and run through to February.

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 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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in