The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
Youfoodz brings on first CMO as it sets its sights on global growth
First chief marketing officer brought on to accelerate Australian startup's commercial brand expansion
Youfoodz has appointed former Tourism Northern Territory and Racing Queensland marketing leader as its new CMO as it sets its sights on global expansion.
Adam Coward has spent the last 18 months as general manager of sales and marketing for Racing Queensland, sitting on the executive team and informing business strategy. Prior to this, he spent nearly five years as executive director of global marketing communications at Tourism NT, overseeing a $30 million promotions budget and team of 70 staff across 10 countries. His resume also includes senior marketing roles with franchise chain, Mr Rental, and Westfield.
In a statement to CMO, Youfoodz said the new chief marketing role has been created to support the ongoing commercial expansion of the brand and its ambition to drive into more categories, outlets and homes globally. Coward reports directly to the CEO and oversees creative, analytics and research, brand, media, partnerships, retail, content marketing, digital and data.
“We needed a mix of big brand experience on a global scale at startup speed, commercial retail, destination and digital marketing leadership to help guide our talented team into the next phase of growth,” said Youfoodz CEO, Lance Giles.
Coward said it is an exciting time to join the Youfoodz group.
“What you see on the package is exactly what you get right from day one in joining the company,” he said. “Everyone at Youfoodz is absolutely living the brand across every touchpoint and I can see why it’s already ranked in the top 10 startups to work at across Australia.
“It's rare you get a brief like Youfoodz, which demands you to draw upon every single learning across your marketing career to be able to help drive future success in such a competitive market. It is a perfect fit and I feel very privileged to join the ‘fam’”.
Coward’s appointment comes three months after the departure of former YouFoodz head of marketing, Melody Livingstone, who has taken up the Australian CMO’s post at Domino’s.
Read more: How Youfoodz delivered marketing campaign ROI of nearly 2200 per cent
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