Parent company of Petbarn and Greencross Vet network brings on CMO
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.
Among her achievements during this time was the launch of Seafolly’s new brand platform, ‘Own you folly’, as well as an overhaul of internal strategy and marketing approach. The work saw McDermott recognised in the 2019 edition of the CMO50.
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.”
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.
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.
The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.
The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.
ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.
Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...
Martin Valovič
Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey
I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...
Catherine Stenson
Have customers really changed? - Marketing edge - CMO Australia
The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.
Joe Hawks
Data privacy 2021: What should be front and centre for the CMO right now
Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online
Joe Hawks
The new rules of Millennial marketing in 2021
In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...
Fred Lawrence
DoorDash launches in Australia