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

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in