The Athete's Foot digital chief joins Afterpay as chief strategy officer

Mark Teperson switches shoes for payments as he joins Australian company

Mark Teperson
Mark Teperson

The Athlete’s Foot’s long-serving digital and omnichannel customer engagement chief, Marl Teperson, has hung up his shoes after 11 years to join Afterpay.

Teperson originally joined ASX-listed The Accent Group, formerly known as RCG Corporation, after it acquired Australian footwear chain, Shoe Superstore, in 2009. He was the director of multichannel for RCG until 2017, then became chief digital officer of The Accent Group from July 2017. Among the 12 retail brands Accent manages are The Athlete’s Foot, Platypus, HypeDC, Stylerunner and Merrell.

During this time, Teperson built out the group’s digital offering, growing it to a $150 million revenue business. His remit included omnichannel, marketing, ecommerce, merchandise and CRM.

As chief strategy officer with payments darling, Afterpay, Teperson will now be responsible for global strategy and sits on the worldwide leadership team. The newly created role reports to Afterpay founder and chief, Nick Molnar.

In a statement to CMO, a company spokesperson said Teperson’s focus will include further driving customer and merchant insights to power richer consumer experience and merchant value “as we move towards powering an economy in which everyone wins”.

“Mark brings a wealth of knowledge and has a strong reputation for leading and delivering high-profile strategic projects that support long-term and successful business growth,” the statement read.

In a Linkedin post, Teperson said he was thrilled to be joining Afterpay’s global leadership team and embarking on a new professional adventure.  

“Leaning into my passion for the consumer and relentless pursuits of excellence, I am bursting with excitement to join this powerhouse team, leading a global movement of 'fairness and financial freedom for all',” he said.   

While the job title might have been digital chief, Teperson’s efforts building The Accent Group’s digital offering was dependent on an omnichannel approach to customers. The company operates about 500 stores nationally.

“Digital wasn’t instead of, it was in addition to our stores, which is a defining difference in many businesses now - it’s about investing very heavily in both digital and physical,” Teperson told attendees at an Adobe event back in 2018. “We have built a reputation creating great in-store experiences. Our challenge was how to translate that into digital context, and how we live up to the idea that the customer wants to feel like it’s all one brand, which is much harder than it sounds.”

Fulfilling unmet customer needs was key to how Teperson built success. His other achievements included digitalising the customer loyalty program, creating a single view of customer and increasingly pursuing personalisation in marketing and engagement.  

Read more: Tracking digital customer experiences: The Athlete’s Foot journey

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

More Videos

More Brand Posts

What a great help! You can also use apps like Connecteam to establish great leadership. Not only that your management of employees would ...

Kimberly Wise

Why kindness is the make or break for modern leadership

Read more

As an ex employee of 4 years during the growth of the company, I can say that the new management has benefitted the company tremendously,...

Harry

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

So many words, so little business benefit.

Brett Iredale

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Ms Bennett joined in 2017 yet this article states she waited until late 2020 to initiate a project to update the website. The solution t...

Munstar Cook

How Super SA put customers at the heart of its digital transformation

Read more

Blog Posts

The real cost of doing customer service badly

Headlines of unacceptable waiting times to get onto Qantas will have many brand owners, chief executives and boards thinking, ‘thank goodness that is not us’. But Qantas isn’t the only company being inundated with calls with no reprieve in sight, it’s just dominating headlines right now.

Kath Blackham

CEO, Versa

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

Michelle Bowden

Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

Mark Saba

Founder and CEO, Lexigo

Sign in