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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​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.

More Videos

The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...

Drishti Shah

Why Bupa tapped WhatsApp for new customer messaging channel

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...

Bagen Andrea

What this millennial marketer is doing to shake up conveyancing

Read more

Love the post. It is so insightful for companies getting stuck in their habits and missing out on the role innovation can have on revenue...

Alessia Del Genio

How Lego built its culture of innovation, brick by brick

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in