Former CMO now KYHA Studios CEO goes for growth with retail expansion and digital acceleration

Former Tabcorp and William Hill marketing chief takes up CEO and managing director's role at Australian designer and retailer, KYHA Studios (One Day Bridal)

Claire Murphy
Claire Murphy

A rebrand, retail network expansion and digital acceleration are all firmly in the sights of KYHA Studios recently installed CEO and former Tabcorp and William Hill marketing chief, Claire Murphy.  

Murphy made the permanent step up from marketing to CEO and managing director with KYHA Studios (formerly One Day Bridal) in July. She told CMO the primary focus is to develop and implement a growth strategy for the business, lead the 30-strong KYHA Studios team and uncover efficiencies through growing scale and new process.  

“A member of the board of directors, key accountability is ensuring the overall success of the business, with the goal of capitalising on current growth momentum to deliver strong and sustained performance over time,” she said.  

Murphy spent about a year consulting into One Day Bridal before accepting the permanent top job in July. She had spent a couple of years consulting in a strategic capacity to several industries including gambling, luxury goods, retail and fashion.

Prior to this, Murphy was the CMO of Tabcorp, rising up to the c-suite role from GM marketing of the Keno and gambling division. Her resume also includes senior marketing roles with William Hill, Crown Resorts, the Melbourne Storm, World Wrestling Entertainment (WWE) and Goodyear.

“I am not sure if you could get a bigger shift than some of the male dominated industries I have worked in to KYHA,” Murphy commented. “But the two common threads that run through organisations like Tabcorp, WWE and KYHA are the intense customer passion for the product and significant growth opportunity.”

Murphy noted the strategy she’s been working to instill at KYHA resulted in a 25 per cent revenue lift and 60 per cent EBITDA growth in FY20.

“Over the course of that year, the scale of the opportunity at KYHA and the impact I could have on the business became crystal clear, making the decision [to become CEO and managing director] an easy one,” she said. “Equally as importantly, the opportunity to work with a talented group of good people was very exciting - being able to contribute to a strong culture is personally very important."

Claire MurphyCredit: Claire Murphy
Claire Murphy


Key priorities for Murphy include rebranding the business to KYHA Studios, a task currently underway that will give it the opportunity to expand the label beyond bridal and into the fashion space, she said.

Retail network expansion is also afoot, with a new Sydney store set to open in mid-November and further expansion to follow. The business’ flagship boutique store is based in Melbourne. International wholesale network growth is another ambition, and Murphy pointed to the US and Europe as its key markets.  

Like many retailers, expansion of digital offerings and implementation of an omnichannel customer experience is also a must, Murphy said.

KYHA Studios is a Melbourne-based business. Its KYHA and Chosen by KYHA collections are now available in over 20 countries.

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
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in