SilverChef recruits first executive-level customer chief

Former Wotif Group and Expedia Group digital marketing leader joins as the commercial kitchen equipment provider's inaugural chief customer officer

Commercial kitchen equipment provider, SilverChef, has created its first dedicated executive-level customer role and appointed Wotif Group’s former digital marketing leader to it.

As chief customer officer, Shaden Mohamed told CMO she is focused on designing and delivering an integrated and hospitality-centric end-to-end customer experience. She reports directly to the CEO and is a member of the global executive team.

“The goal is to build impactful, long-standing, shared-value relationships with customers across Australia, New Zealand and Canada,” Mohamed said.  

To do this, the chief customer officer combines product, marketing, customer service and loyalty teams under a single leader. “This enables a more streamlined approach across the many touch points in the customer journey,” Mohamed said.

Shaden MohamedCredit: Shaden
Shaden Mohamed


“I have a strong bias for action, so I value speed and excellence in execution. To be given the opportunity to do just that across all touchpoints in the customer journey - with consistency and alignment across key areas such as product, marketing, customer service and loyalty - is an extremely attractive proposition.”

Another deciding factor for taking up the post is SilverChef’s strong values in philanthropy and ‘doing the right thing’ for its people, customers and community, Mohamed said.

“SilverChef's B-CORP accreditation validates this achievement and therefore resonates with me both personally and professionally,” she said.

The top-line priority is to ensure SilverChef delivers a product suite that meets the emerging needs its customer base. Mohamed also flagged an emphasis on driving customer loyalty through impactful interactions with SilverChef and its partners.

Prior to joining SilverChef, Mohamed spent just over a year as MD of the contact centre and direct business for The Travel Corporation. Before this, she was associate director of lifestyle insurance group at Auto & General.

She built her marketing credentials at Wotif and then Expedia Group, working as executive GM of digital marketing and distribution for Wotif before rising to senior director and head of online marketing at Expedia. Mohamed also spent several years in sales and account strategy at Google Australia and Egypt.

Read more: How CRM and marketing automation have delivered $5m in revenue to this ASX-listed company

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