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

Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

The ultimate battle: brand vs retailer

At the beginning every brand is pure. Every founder with a dream cherishes the brand like a newborn. But very soon that newborn goes out into the big wide world.

Simon Porter

Managing director, Havas Commerce

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

Sign in