Target's new CMO has her sights set on brand renewal

Australian retailer confirms new GM of marketing

Brand renewal is firmly in the sights of Target Australia’s new general manager of marketing, Jamima White.

White joined the Australian retail organisation this month as its marketing chief, reporting directly to Target managing director, Richard Pearson. She previously spent just over two years at AGL as head of enterprise marketing, acting as head of brand during a six-month period in 2018. White’s resume also includes 10 years with Myer, working across marketing, CRM, marketing technology and loyalty management.

Jamima WhiteCredit: Target
Jamima White

White is replacing Mark Verbrugge, who is now moving into an operational general management position. The role was previously held by former Target marketing director, Kenton Elliot, who left 18 months ago.

White told CMO her top-line priorities for 2021 centre around rebuilding the brand’s position with Australian consumers. The 94-year-old brand, which is part of the Wesfarmers group, has spent several years overshadowed by its department store sister company, Kmart, and the latter’s stellar commercial turnaround.

Read more: Target CEO: We want brand love with mass reach

Kmart CEO details priorities to turn Target around

“Brand renewal and reconnecting with the hearts and minds of our customers is the key focus for 2021,” White said. “This includes some exciting upcoming plans to invest in our advertising program and drive increased brand awareness and consideration of our merchandise, including our strong and growing online proposition.

“I’m really excited by what Target has coming up over the next 12 months and I think our customers will be too.”

White said she was attracted to the iconic Australian brand given its strong heritage in Australian retail and noted it’s long held a place in the hearts of local consumers.

“The business has recently been through a period of consolidation and simplification and is now looking forward to a new era of reconnecting with our customers and delivering on our brand promise of providing real quality for Australian families,” she said.  

A Target spokesperson said White’s credentials in the retail space were a key reason for her appointment and said she’s also a great cultural fit for the Wesfarmers-owned business.

“Jamima has a proven ability to lead high-performing teams and connect with customers across various industries,” the spokesperson commented.

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