Cashrewards recruits Westpac marketer as new CMO

Nicole Bardsley to join the ecommerce rewards player in January to lead marketing

Cashrewards has recruited former Westpac marketer, Nicole Bardsley, as its new chief marketing officer as part of a growing marketing team at the ecommerce offering provider.

Bardsley is currently Westpac’s head of brand and advertising and has been with the banking giant since 2017. Prior to this, she held various marketing and brand roles across Virgin Money, Foxtel, Austin Reed Group, Allders and David Jones.

Nicole BardsleyCredit: Cashrewards
Nicole Bardsley


In a statement, Cashrewards highlighted Bardsley’s wealth of marketing expertise spanning brand, digital, customer relationship management and direct response as key reasons for the appointment and critical skills to drive ongoing growth plans.

“We are absolutely delighted to welcome Nicole to Cashrewards at such a pivotal point in our growth journey,” Cashrewards CEO, Bernard Wilson, said. “Nicole’s experience leading and motivating high calibre teams to drive brand transformations at Westpac and Virgin Mobile will be invaluable as we encourage more members than ever before to start even more of their shopping journeys with Cashrewards.”

The Australian ecommerce ecosystem allows its 1.1 million members to receive cashback rewards from off transactions online or in-store. Cashrewards has 1800 merchant partners including Apple, Liquorland, Target, Adidas and Booking.com and claims to have generated $2.7 billion in sales for these players since its inception.

Bardsley officially starts on 10 January 2022 and said she’s pleased to be joining the Cashrewards team at an exciting time.

“I've seen the incredible success of the model in similar markets like the UK, where top cashback platforms are used by more than 20 per cent of shoppers,” she commented. “It’s a compelling proposition for brands, enabling them to reach high-value shoppers at compelling ROI because they pay only on conversion, so there’s no wasted reach.”

Alongside Bardsley, Cashrewards has made a number of marketing hires in 2021. These include former Westpac, M&C Saatchi and DDB brand and creative manager, Matthew Poulier, as head of brand in June; and former Afterpay B2B marketing director, Sally Marsden, to lead B2B marketing in March. Also on the team is former Pickles Auctions and Audi growth marketing leader, Karlien McLeod, who joined as head of shopper marketing in September last year.

Cashrewards also recently launched a season marketing campaign along with a new ‘Happy Dayz’ campaign, which was created by its in-house creative team.

“I have been incredibly impressed with the work Cashrewards’ in-house team has produced recently, including exceptionally high-impact co-marketing initiatives with leading merchant partners. I look forward to helping the team drive even deeper partnerships with leading brands while pushing even harder to accelerate member growth and engagement with Cashrewards,” Bardsley added.

CMO understands former chief product and marketing officer, Steve Cuda, who was recruited by Cashrewards 12 months ago, has stepped down for personal reasons.

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