Petbarn and Greencross Vets parent company, Greencross, has recruited Adriane McDermott as its new chief marketing officer.
The experienced marketing leader joined the organisation in July, reporting directly to Greencross CEO, George Wahby. McDermott’s remit includes group marketing, customer analysts, ecommerce, digital and CRM strategy.
McDermott boasts of a 25-year career across the US and Australia, working across brands such as Nike, Diageo, Banana Republic, David Jones. Most recently, she spent three years at Australian swimwear brand, Seafolly, as marketing chief.
In a statement, a Greencross spokesperson highlighted McDermott’s retail credentials along with marketing prowess as key for the group’s growth. She indirectly replaces former Greencross chief customer officer, Jane Power, who left the organisation earlier this year.
“Adriane’s retail, consumer and commercial marketing expertise will be invaluable in unlocking the portfolio’s future value potential,” the statement read. “Her top-line priorities include extensive customer segmentation, unified brand strategy and partnerships with key suppliers.”
Many marketing leaders are scrambling to give their people more flexible work. And they need to: PWC’s Future of Work report showed 90 per cent of staff want some form of hybrid or remote workplace.
Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.
Between further interest rate rises, inflation, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.
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