Kathmandu appoints chief customer officer following CMO departure

Paul Stern announces his departure after 10 years overseeing marketing, sustainability, online and international operations

Paul Stern
Paul Stern

Kathmandu has appointed its first chief customer officer following the departure of long-serving marketing and online chief, Paul Stern.

Stern told CMO that after 10 years working at the adventure clothing and products retailer, it was time for a fresh challenge. Stern was most recently the general manager of marketing and online, and has also during his tenure been responsible for international operations, business development and sustainability.

“Now is a good time, with the Kathmandu business performing well and a period of change at Kathmandu following the acquisition of Rip Curl,” he said. Kathmandu acquired ASX-listed Rip Curl last October for $350 million.

For Stern, key achievements include growing the online business from $2 million to $50 million and achieving eight consecutive years of double-digital sales and profit growth with P&L responsibility, launching Kathmandu’s Sustainability Plan and helping the business become BCorp certified, leading a brand identity refresh program and taking the helm to grow the business internationally.

These and many other efforts led Stern to be regularly featured in the CMO50 of Australia’s most innovative and effective leaders, most recently in 19th position.

Kathmandu CEO, Reuben Casey, thanked Stern for his contribution to growing the business.

“During his time at Kathmandu, Paul led the brand refresh program post Kathmandu’s listing, he led Kathmandu’s Sustainability strategy which has included BCorp certification, and overseen our online business from its infancy at about $1 million in annual sales in 2010 to $50m in 2019,” he said in a statement.

“This has been a very important part of our growth at Kathmandu over the last 10 years. Paul has always been a passionate and dedicated leader in the business representing our Brand internationally and was most recently recognised in Australia’s CMO50 list of most innovative and effective marketing leaders.”

Kathmandu has now confirmed it’s bringing on a chief customer officer to take up the mantle and customer remit, appointing Eva Barrett to the post. The role sees Barrett returning to Australia after 15 years working in global brand roles for the likes of Fosters Group, Philips and most recently, as global head of brand communications and sports marketing for Adidas’ Heartbeat Sports division. She started her career in marketing manager in Australia at Globe International.

“Eva’s experience and expertise will accelerate our transition to being a global brand from an Australasian retailer and strengthen even further our focus on customer centricity,” Casey said.

As for new professional challenges, Stern said he’s planning to stay in Melbourne and look for broader opportunities that utilise his wide-ranging skillset.

Prior to joining Kathmandu, Stern spent near five years as GM of marketing at Kmart. His resume also marketing roles with AS Watson Group and Schweppes Australia.

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

Like we have been growing in technology since the first industrial revolution and never stopping but when it comes to businesses around t...

Bhooshan Shetty

Predicting the Future: Marketing science or marketing myth?

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

Gartner survey: CMO spending hit by COVID-19

Read more

Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...

Bhooshan Shetty

Marketing 2030 and the rise of the machines

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in