Marley Spoon appoints new CMO

Former marketing leader at Foxtel, David Jones joins ready-made food business

Meal kit subscription company, Marley Spoon, has appointed Kate Whitney to chief marketing and growth officer for Marley Spoon Australia. 

Whitney, who was a key marketer at both Foxtel and David Jones, will be joining the team in Sydney next week. Most recently, she was at Pirnod Ricard in the US, where she was the director of digital marketing, driving sales and brand loyalty for the millennial consumer segment. 

Prior to this, Whitney spearheaded the development of David Jones’ credit card portfolio and re-ignited the Storecard with American Express; and at Foxtel, where she developed the retail proposition and brand positioning.

She will be overseeing all of the marketing activity in Australia for both Marley Spoon and the company’s affordable meal kit alternative, Dinnerly; and will also be managing the strategic partnership between Marley Spoon and Woolworths, including cross-platform marketing campaigns and new initiatives between the two retailers.

“In Marley Spoon, I saw three simple, killer benefits in one delightful product: convenience, low waste, and wellness,” Whitney said. “I've never worked in a category that is so new and full of potential, that answers so many consumer needs at a period of phenomenal growth. Subscription services are becoming the new norm, which makes sense; Once you love a brand, and you trust that brand to take a problem away, you’ll continue to come back again and again.

“The meal-kit model reflects the changing consumer habits, but what has really impressed me about Marley Spoon is how they’ve continued to evolve their offering to meet the demands of their customers, with high-quality vegan and vegetarian options and meals that meet the growing demand of dinner being fast, healthy and delicious. There's never been a better time to try these products, and if this demand grows, it's only going to get better.”

Marley Spoon Australia MD and co-founder, Rolf Weber, said the hire is an enormous coup for the company. 

“Her experience of combining data-driven marketing with a consumer, subscription model is almost catered to the meal kit sector, so to have her here to lead our team in Australia is incredibly exciting. Her insight and leadership are going to be invaluable as Marley Spoon prepares for one of our biggest years yet,” he said. 

The marketing for Marley Spoon was formally headed up by Australian co-founder, Dave Malcolm, who left the business late last year to become head of global ecommerce for the Real Pet Food Company.

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.

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