Marley Spoon recruits Aldi marketer as CMO

Marley Spoon has brought on former Aldi Australia marketing leader, Mark Richardson, as its new chief marketing officer, effective 13 February 2023.

Richardson’s appointment follows the departure of chief marketing and growth officer, Kate Whitney, at the end of last year after a three-year stint with the meal kits provider. Whitney has assumed the newly created role of chief digital and technology officer at Treasury Wine Estates.

Richardson comes with six years under his marketing belt at Aldi, where he oversaw a raft of quirky brand work under the ‘Good different’ moniker that elevated the German supermarket’s position in the local market and led the group to win Effies Effective Advertiser of the Year for three consecutive years.

Prior to Aldi, Richardson spent three-and-a-half years as a senior marketing leader for BT Financial. He also boasts of agency-side experience with Banjo Advertising and M&C Saatchi.  

At Marley Spoon, he’ll oversee a portfolio of brands including the flagship brand as well as Dinnerly, Chefgood and bezzie. It’s an adjacent category move for Richardson he saw opening up exciting opportunities.

Credit: Mark Richardson

“Food and wellbeing is at the heart of Marley Spoon and the Australian culture, where our brands add so much value and convenience to Aussie’s everyday life. I’m proud to join the Marley Spoon team, where I can’t wait to get stuck in working with the talented team to create deep connections with consumers and customers across many touch points, while driving business goals and sales,” he said in a statement.

“I’m dedicated and focused on exploring new commercial avenues, revenue streams and growing the Marley Spoon portfolio customer base.”

Marley Spoon CEO Australia and COO, Rolf Weber, highlighted Richardson’s knowledge of the industry as well a creative disruptor brands as invaluable as it works to build more relevance with customers.

“At a time when consumers have never been more focused on value and convenience, we’re delighted to welcome Mark to the team to accelerate business growth by elevating our customer retention and brands, making them top of mind for Aussie’s across the country,” he commented.

Richardson’s role at Aldi has now been taken up by Jenny Melhuish, who joined last year after a four-and-a-half year tenure as head of marketing and media and 14 years with the banking group.