The Coffee Club owner appoints its first chief brand officer

Former Tatts Group CMO joins the Minor DKL business, which owns The Coffee Club and Ribs & Rumps Restaurant network, as its first brand leader on the executive team

Megan Magill
Megan Magill

QSR operator of The Coffee Club, Ribs & Rumps and the Nomad Coffee Group speciality wholesaler, Minor DKL, has brought on its first chief brand officer.

The organisation has appointed former Tatts Group CMO, Megan Magill, as its first-ever brand leader, sitting on the senior leadership team and reporting to CEO, Nick Bryden. Magill’s appointment rounds out a relatively new senior leadership team, which also includes CFO, Peter Montgomery, and COO, Stephen Hazard. Minor DKL also retains a head of marketing for flagship The Coffee Club brand, Matt Emmerson.

Minor DKL Food Group is the franchisor and owner of The Coffee Club IP, Ribs & Rumps Restaurants and Coffee Hit franchise systems, a network that extends to 410 restaurants in 11 countries. It is also owns of Nomad Coffee Group (formerly Veneziano Coffee Roasters), a leading specialty coffee roasting house supplying wholesale and retail customers nationally from roasting facilities in Melbourne and Brisbane.

Magill told CMO she was attracted by the challenge of taking a new role in the new industry.

Most recently, Magill was marketing chief at Tatts Group, exiting the business in March after its merged with competing gaming and betting giant, Tabcorp. The merger saw both Magill’s CMO position, as well as that of a Tabcorp group CMO, removed from the leadership team.

Magill joined Tatts Group in 2013 as group brand and marketing strategist, working closely with the CEO to set brand vision, strategy, launch and rollout. The work earned her the newly created role of group chief marketing officer in 2015.  The remit was to lead a new centralised marketing function, heading up a team of 30 staff covering digital acquisition and optimisation, CRM and loyalty, design services and business unit brand marketing teams.

Prior to that, she was general manager of brand and deputy EGM of the Wotif A/N business.

Magill said she was also enthused by her love for working within businesses in times of transition. “Our CEO, Nick Bryden, easily sold the role through his vision for this business and how he planned to realise that vision alongside a very healthy focus on people and culture and the important role that these play in success,” she said.

 “I really wanted to be a part of that vision and I felt that the experience I’d gained through previous roles, particularly at Wotif and Tatts Group would add value to Minor DKL,” Magill added.  

Magill is still in discovery phase with the business but has already starting formulating her plans.

“Focus areas are brand, loyalty, digital and data, and the ‘way we work’ marketing systems and processes so far. But I’m sure there will be a lot more to focus on as I am immersed in the business further,” she said.

In a statement confirming her appointment, the company said they were “ecstatic” to have Magill joining the team.

“As part of the executive team, Megan will oversee our group's marketing and brand strategy, and play a leading role in developing and delivering programs and initiatives related to marketing mix, customer journey and customer engagement,” the company stated.

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