ALDI Australia marketing chief departs, Westpac marketer steps in

ALDI is bringing on Westpac’s Jenny Melhuish as its new Australian marketing chief following the departure of Mark Richardson in early 2023.  

The German-based supermarket chain last week confirmed the departure of Richardson after a six-year tenure as Australian marketing chief. During this time, his achievements include spearheading the ‘Good different’ brand campaign and positioning and leading his team to receive the Effies Effective Advertiser of the Year award for three consecutive years.  

“The past six years have been an absolute career highlight,” commented Richardson. “It has been a privilege to deliver work that has had true business impact while never losing ALDI’s notable sense of humour. I have nothing but respect for my colleagues and have deeply appreciated their partnership during my time here.  

“My overriding emotion is one of immense pride at having been part of creating an enduring brand proposition.”  

Richardson has not indicated what his next professional move will be. Prior to joining ALDI, he spent three-and-a-half years as a senior marketing leader for BT Financial. Richardson also spent time on the agency side with Banjo Advertising and M&C Saatchi.  

ALDI group director customer interactions, Simon Padovani-Ginies, thanked Richardson for his contribution to carve out a unique brand proposition in Australia’s supermarket space.  

“Mark’s contribution to the ALDI business has been large and is evidenced by the success of campaign after campaign. He’s anticipated and sculpted the tone of our brand, delivering memorable work that shaped our business in the market,” he said.  

Taking up the marketing chief’s reins is Jenny Melhuish, formerly head of marketing and media at Westpac for four-and-a-half years. She’s held a raft of different marketing and brand roles across Westpac and sister brand, St George, since first joining the Westpac Group in 2007.  

“With the cost of living at the forefront of the minds of Aussies, I am looking forward to helping ALDI play a key role in ensuring Aussies know they can shop smarter and be savvier with their supermarket choices,” Melhuish said. “I have a passion for challenger brands, I thrive being in that mindset and seeing and delivering on growth opportunities. What a delight to join the Marketing team who are already doing amazing, award winning but most importantly effective work. I cannot wait to get started.”  

Melhuish officially commences in the ALDI role in January 2023.  

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