PETstock restructure see GM marketing and customer engagement on leadership team

FMCG marketer and brand leader, Sarah Baldwin, joins the pet retailing business

PETstock has recruited a new general manager of marketing and customer engagement incorporating ecommerce off the back of crafting a fresh five-year vision for the pet retailing business.  

Sarah Baldwin joins the privately owned retailer as the first GM overseeing marketing and customer engagement, a new addition to the senior leadership team reporting directly to managing director, David Young. The position represents a separation of the marketing and brand and product teams while bringing ecommerce into the marketing function. As a result, Baldwin is overseeing four core teams: Ecommerce across Australia and New Zealand, digital marketing, public relations and media and customer loyalty.  

As part of the restructure, PETstock’s Michael Perna now becomes general manager of brand and private label, while John Reus continues to lead as GM technology.  

“After year-on-year significant growth in both PETstock bricks-and-mortar stores and in PETstock online stores in both Australia and New Zealand, and at the completion of a five-year vision for growth, a review of the structure was completed to ensure the business was set up to achieve the growth targets,” Baldwin told CMO.  

“This role puts a clear focus on our communication and customer interactions with ecommerce a key enabler for our future success.”  

Baldwin spent the last 18 months as general manager of commercial for FMCG manufacturer, DiSeb Group. Prior to this, she led marketing across infant, cheese and frozen products at Kraft Heinz. Her resume also includes brand, product and marketing management roles at General Mills, PZ Cussons and Berri.  

Baldwin said she was attracted to PETstock and the role by the “clear passion and commitment from Shane and David Young”.  

“Shane started the business in 2002 and together they have grown it to include over 170 stores and 2000 team members and growing,” she commented. “They have a clear vision and empower their teams to strive for excellence. Clear entrepreneurial thinking drives a can-do challenger attitude across the leadership team. 

“The focus on the wellbeing of animals extends beyond products to the pet services provided, vet care and their own charity foundation to give back and look after animals is inspiring. I have a love of animals and feel the company is a great fit to my personal values.”  

Have had many years in brand marketing, Baldwin said she was also driven by a focus on the consumer journey and across all touchpoints of awareness, education, engagement and experience.

“I am excited to join the team where we have both in-house marketing and digital capability and strong agency partnerships,” she added. “I can see the opportunity to deliver a superior customer experience that benefits both the human shopper and the family pet. I am looking forward to the challenges ahead.”

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