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

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in