Koala parts ways with marketing chief, removes CMO role

Australian mattress and furniture retailer confirms departure of global CMO, Peter Sloterdyk, and reveals new org structure plans

Peter Sloterdyk
Peter Sloterdyk

Koala has cut ties with its US-based chief marketing officer and removed the CMO role from its executive team line-up following a restructure of its organisational strategy.

The Australian online mattress and furniture retailer recruited Peter Sloterdyk as its first global CMO in March 2020 to spearhead its marketing strategy and approach. While the plan was to have Sloterdyk based in Australia eventually, the marketing chief had been leading the team from his US home.

Sloterdyk came with marketing, digital and social management experience credentials, including two years with Netflix as head of original series marketing. His resume also includes a global CMO stint at social networking app, Grindr, as well as marketing, digital and social roles with Meredith Xcelerated Marketing, Trailer Park and Digitas. 

A Koala spokesperson told CMO that while Koala supports remote and flexible work practices and Sloterdyk had done a “great job” working from the US, the decision was made to pull the plug on the arrangement followed a structural review.

“We believe it is prudent to have our senior leaders based in one of our key markets,” the spokesperson said. “After aligning our org design with our strategy, we’ve passively started looking for a chief commercial officer that, through a global brand team and country specific marketing teams, removes the CMO role.”

The Koala spokesperson noted he six-year-old Australian business had doubled its workforce over the last 12 months and created a significant number of Australian jobs.

“This growth aligns with Koala's ambitions to continue expanding its national and international presence and its product range,” the spokesperson said.  

In a LinkedIn post, Sloterdyk said he was proud of the work he and his team had put in during his 16 months with the Koala business. He highlighted a brand identity refresh project orchestrated with the Digitas North America team as a particular milestone.

“I am humbled and grateful to lead such a remarkable brand and have played a small part in leading the transformation for our next stage of growth. Congratulations to everyone at Koala,” he stated.  

While the emphasis in terms of leadership is local, Koala has nevertheless flagged its intention to continue capitalising on opportunities for international growth across the South Korea and Japan markets alongside Australia.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also 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 


Join the newsletter!


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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...


10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in