Koala brings on first global CMO

Australian online bed and furniture retailer sets its sights on local and international expansion

Online mattress and furniture retailer, Koala, says the decision to bring on its first global chief marketing officer is about fulfilling the next phase of its growth ambitions.  

Peter Sloterdyk joins the Australian business from Netflix, where he was the head of original series marketing. It was a role that saw him responsible for delivering campaigns across genres including comedy, young adult, drama, fantasy and adventure, and documentary series, including the launch of titles such as Stranger Things Season 3, The Witcher and Queer Eye.   

Credit: Koala


Prior to this, Sloterdyk was global CMO for Grindr, the social networking app for gay, bi, trans and queer people. During this time, he built a marketing team from the ground up and launched INTO, Grindr’s LGBTQ+ global media platform. Sloterdyk’s resume also includes stints with agencies such as Meredith Xcelerated Marketing, Trailer Park and Digitas in marketing, digital and social leadership roles.   

Sloterdyk will be relocating to Sydney for the role but due to the COVID-19 crisis, is presently based in Los Angeles. He reports to Koala co-founder, Mitch Taylor, and takes over marketing leadership from another company co-founder, Dany Milham.  

The remit encompasses brand, global launch and expansion strategies, customer acquisition and retention, product marketing, creative, editorial content development and communications.   

“Since we founded the company in 2016, Dany Milham has successfully run our marketing function. As we look to Koala’s next phase of growth,” Taylor said in a statement. “Peter’s global experience at Netflix and how succinctly he’s able to understand, communicate and solve complex consumer, commercial and cultural concepts, made him the perfect fit to join the Koala team as our first CMO.”  

Sloterdyk said he was looking forward to helping take Koala to the next level in Australia as well as globally.  

“Koala has had a number of incredible marketing moments in its four-and-a-half years, which is a testament to the strength of the brand and the talent already present inside the company,” he said. “Preparing the brand for continued global expansion is an incredible opportunity and I look forward to partnering with Mitch, the senior leadership team, and the whole of Koala to achieve great things in the near future.”

Read more: 7 ways Koala runs its marketing department like a software startup

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