BIG4 hires former Sweat marketer as CEO

Former Nike, Sweat, Myer marketing leader joins the holiday and caravan park operator

BIG4 Holiday Parks has hired the former marketing leader for digital health and fitness business, Sweat, as its new chief executive officer.

Sean Jenner is expected to join the holiday and caravan park operator as CEO from July. He’s been with Sweat for the past two years as head of marketing and boasts of extensive marketing and strategy experience over his 18-year career to date. Former roles include head of marketing and category at Starbucks, national manager for marketing channels and media at Myer, manager of marketing at Virgin Australia, and marketing and brand director roles at Nike in Europe.

In a statement, BIG4 chairman, James Atkins, said the board agreed Jenner had the right mix of marketing, strategic and commercial approach required to help steer BIG4 towards future growth.

“Sean’s expertise ticked all the boxes we were seeking in our next CEO – he has extensive in strategy, marketing, digital and technology, and an impressive track record of delivering growth and innovation for leading brands,” Atkins said.

“Importantly, he possesses a highly commercial and pragmatic approach to getting things done and his values closely align with ours.”

For his part, Jenner said he was looking forward to working with a well-loved Australian brand. “BIG4 is in great shape and I’m looking forward to exploring how we can enhance the BIG4 experience for parks and guests alike,” he commented.

Atkins echoed the statement BIG4’s network was in a strong position to continue to innovate and evolve as Australians embrace travelling in their own country, noting its embrace of marketing as well as online platform.

“This announcement marks an exciting new chapter for BIG4 as we put the COVID-19 difficulties and challenges faced by the industry, including our park operators and employees behind us and look forward to a strong second half of 2021,” he added.

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