Marley Spoon marketer switches meal-kits for pet food

Marketing leader joins Real Pet Food Company as its ecommerce director

Marley Spoon marketing chief, Dave Malcolm, is switching food delivery for pet products and joining The Real Pet Food Company to head up ecommerce.

Malcolm has spent the last four-and-a-half years with Marley Spoon, where he was managing director of marketing and also a co-founder of the local edition of the meal-kit delivery business.

Previously, he was head of marketing and PR at Rockstar Games with an emphasis on the global brand’s local strategic marketing, business planning, brand awareness and insight efforts. Malcolm has also held shorter-term marketing roles with the likes of Cammy, Redhanded.com and was a managing partner at The Gravy Agency.

Malcolm officially joins the Real Pet Food Company team in October and reports to group CEO, David Grant. First founded in Queensland under the VIP Pet brand in 1994, Real Pet Food Company provides chilled and fresh pet food products. In 2017, former owner, Quadrant Private Equity, sold the business to a group of Asia-Pacific investors led by Hosen Capital in a deal valuing the company at $1 billion.

Malcolm will lead the company’s global ecommerce strategy in a newly created role for direct-to-consumer commerce. Real Pet Food Company also maintains a grocery FMCG marketing team.

“Pet food is a brand new space for me, but after speaking with the Real Pet Food team and seeing the group’s vision for the future of the business, I could immediately see the potential to grow a true challenger brand,” Malcolm commented.

“My experience with Marley Spoon provided an incredible opportunity to help build an ecommerce business locally from the ground up and have it reach profitability. So I’m excited for a new challenge.”

Marley Spoon is now advertising for a replacement chief marketing and growth officer to oversee both Marley Spoon and its Dinnerly brands in Australia, with dotted line reporting into both the local managing director and global chief marketing officer.

The ASX-listed company, which operates in six countries, reported a 55 per cent year-on-year increase in Australian revenue to $21.3 million euros (AUD: $35.5 million) for the half-year ending 30 June 2019, with global revenues of 61.4m euros. It also boasts of an annualised revenue run rate of more than $200m, and reported its first operating EBITDA profits in Australia in Q2, 2019.

Marley Spoon also struck a five-year partnership with Woolworths, a deal with saw the latter provide $30 million in investment funding to the business in return for a 9 per cent stake in the organisation.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

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

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

​ Coronavirus is rapidly changing customer behaviour: Is your marketing team adapting quickly enough?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in