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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...

Drishti Shah

Why Bupa tapped WhatsApp for new customer messaging channel

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...

Bagen Andrea

What this millennial marketer is doing to shake up conveyancing

Read more

Love the post. It is so insightful for companies getting stuck in their habits and missing out on the role innovation can have on revenue...

Alessia Del Genio

How Lego built its culture of innovation, brick by brick

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in