Super Retail Group appoints former marketer, agency and retail growth leader as CEO

ASX-listed retailer, which owns brands including Rebel, Rays, SuperCheap Auto and BCF, confirms new group MD and CEO

Peter Birtles (left) with Anthony Heraghty
Peter Birtles (left) with Anthony Heraghty

Super Retail Group (ASX: SUL) has confirmed former Foster’s marketing and experienced retail growth leader, Anthony Heraghty, as its new chief.

Heraghty takes up new group managing director and CEO reins at the ASX-listed retail giant from 31 March, succeeding Peter Birtles. The promotion comes nearly four years after Heraghty joined Super Retail Group’s executive leadership team as MD of the outdoor retailing division.

During this time, Heraghty has been jointly responsible for overhauling the Rays and BCF (Boating, Camping and Fishing) businesses, driving a new format as well as store network transformation. He also spearheaded the group’s acquisition of outdoor adventure retailer, Macpac, in April 2018, leading its integration into Rays as well as its A/NZ growth plans.

Prior to joining Super Retail Group, Heraghty was group general manager of underwear at Pacific Brands, overseeing the Bonds underwear business. This saw him lead the conversion from a B2B to B2C approach, overseeing the development of its retail network to 75 stores nationally.

A marketing and agency leader originally, Heraghty began his career at agencies including George Patterson and McCann-Erickson, before becoming group marketing director for Foster’s Group, a role perceived as one of the largest marketing executive positions of its time.

In a statement, Birtles stressed the Super Retail Group was in good hands.

“I’ve worked closely with Anthony for four years, he’s a strong and experienced leader who has helped modernise the business. Not only does he have a terrific grasp of the business, he knows what drives our customers and understands what we can offer them,” he said. “I am very pleased to be handing over the leadership of this great business to Anthony.”

Heraghty said was looking forward to the opportunity to navigate the group through the radically changing retail landscape in Australia. He comes to the helm with a $1 million salary package as well as generous incentive programs over the next 12 months, three and five years.

“With changing customer expectations, we are being challenged to innovate and modernise our business to ensure we are fit to compete in the even more competitive retail environment of tomorrow,” Heraghty commented.

The power of customer leadership: Holly Kramer

“In an era where customers have greater demands and choice than ever before in what, where, when and how they want to buy, our customer-centric approach and engaged team can help differentiate Super Retail Group and drive the next phase of growth around our four core brands.”

As a result, a key priority for Heraghty is to build a stronger culture of teamwork and pride by focusing on employee experience.

“With engaged team members who share the passion of our customers for our products, we are well positioned to grow our business and deliver for shareholders for many years to come,” he added.  

The appointment comes after a three-month executive search and following the announcement of Birtles’ retirement after an 18-year stint with the retail group.

Over this time, Super Retail has built out its omni-channel retailing approach, increased group EBIT by nearly seven-fold, created the BCF business and acquired and embedded both Rebel and Macpac as brands.

Check out some of our CMO to CEO profiles:

 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
cmo-xs-promo

Latest Videos

More Videos

Canva's mission is to empower people with the ability to design anything they want. To do this, They've had to balance experimentation an...

Digital Davaoena

xx - CMO Australia

Read more

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in