Former Ovo, eHarmony marketer joins Weight Watchers reimagined brand

Nicole McInnes joins the brand as it works through a brand transformation

Former eHarmony, Woolworths and Ovo marketing leader, Nicole McInnes, has been confirmed as the new director of marketing and commercial for the revitalised WW (Weight Watchers) brand in Australia.

WW A/NZ managing director, Mathieu Le Renard, said he was thrilled to have McInnes join the team and noted her expertise in brand, digital and subscription marketing as highlights of her career to date.

“These will be invaluable as we create cut-through will new audiences and deliver greater value to our member base, as well as genuine passion to deliver on our mission to inspire healthy habits and make wellness accessible for all,” he said.

A spokesperson also confirmed the company has spent several months looking for the right candidate.

WW has been on a brand transformation journey over the past 18 months that has touched every aspect of the business, from external branding to products, events, digital capabilities and customer emphasis. Last year, the group relaunched as ‘WW’ as part of a wider effort to transform from what has been perceived as a weight loss program, to a wellness business helping consumers deliver healthier habits for real life.

It’s been a journey of ups and downs so far for the 57-year old business, as WW’s global chief brand officer, Gail Tifford, explained at the recent CMO Momentum conference in Melbourne, leading to a rethink of its marketing activities in order to meet customer needs and expectations around what the brand can achieve for them.

McInnes said WW was at a pivotal moment in the group’s history and said she was excited to be joining in the early stages of a future-focused transformation.

“What has remained is WW’s mission to change people’s lives from the inside out, and leading the marketing, digital and commercial teams to deliver on that promise is an inspiring challenge,” she said.  

McInnes comes with a marketing tenure across both digital and traditional organisations. Most recently, she was the inaugural CMO of telco disruption startup, Ovo, leaving in May after a restructure of the business.

Prior to this, she was in the Woolies X incubation division as marketing director. McInnes’  resume also includes marketing roles with online dating site, eHarmony, along with positions at Pandora and Adshel.

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

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

I feel bad for them. It's a shame they are closed now. What do you think about it?

Lisa Deleon

Dick Smith stores set to all close by 30 April

Read more

Latest Podcast

More podcasts

Sign in