Flybuys customer chief takes up marketing lead role at Rebel

Rosemary Martin swiitches customer loyalty program management for a newly created leadership position at the sports clothing and goods retailer

Flybuys chief customer officer, Rosemary Martin, is swapping the rewards offering for a newly created marketing and ecommerce leadership position with Rebel Sport.

Martin has been with Flybuys for over nine years, commencing as partnership manager at Coles while the customer loyalty program was still managed within the supermarket group. She rose to head of rewards, Flybuys and Coles loyalty before becoming chief customer officer at the standalone Flybuys business in 2018. Martin began her professional career in the UK as a marketing manager for London Business School.  

Martin is now joining Super Retail Group’s Rebel business in the newly created role of general manager of ecommerce and marketing. She reports to MD, Gary Williams, and will be relocating to Sydney in January to take up the position.

Rosemary MartinCredit: flybuys
Rosemary Martin


Martin told CMO it’s a big change but one she’s excited about.

“I’m leaving after a cracking year which saw Flybuys reposition the brand and launch major partnerships with Bunnings and Officeworks,” she said. “The business is in a really good position, and it felt like the right time for me to take on a new challenge. Having worked with Flybuys for nearly ten years, it’s been a good innings.”

Achievements Martin is most proud of during her tenure include this year’s ‘Give a Flybuys brand’ campaign, a major departure from prior brand positioning, and construction of Flybuys member segmentation, which is leveraged across the business. Both efforts, as well as wider data investments, contributed to Martin securing a place on the 2021 edition of the CMO50 list of Australia’s most innovative and effective marketing leaders.

Being recognised in the CMO50 was a major highlight and a reflection of the amazing work produced by the Flybuys team at large,” she said.

In terms of the next move, Martin said she was looking forward to returning to the retail frontline.  

“It’s a great opportunity to work with another iconic Australian brand, as it seeks to deepen its data and personalisation capability,” she said.

CMO has contacted flybuys for comment on its plans for the chief customer officer role.

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