Australia Post appoints first-ever CMO

Former Officeworks and Myer marketer, Karl Winther, has been appointed as the first CMO of Australia Post.

The appointment was announced by Nicole Sheffield, who joined Australia Post as its new general manager of consumer and community in June. Sheffield replaced Christine Corbett, who announced her departure from the business in March after more than 27 years.

On the appointment of Winther, Sheffield said the CMO is a critical role for Australia Post.

“We have the most trusted, authentic brand in the country. Driving that trust and connection with consumers and community is vital to the evolution of our business. We are both a community service provider and a retailer, the custodian of an iconic brand,” she said. “I have tasked Karl with leading the way we drive brand growth and acquisition marketing to deliver enhanced retail results for our customers.

“With his extensive experience across merchandise and marketing roles, Karl is ideally positioned to take on this newly created role of CMO for Australia Post.”

Winther will be responsible for brand, marketing operations, marketing strategy and insights, marketing communications, consumer marketing, creative services, and marketing channels. He will also be expected to leverage and extend the Australia Post brand influence to drive customer acquisition, build core marketing assets to create new revenue opportunities, and enterprise marketing and consumer marketing.

Winther was previously with Officeworks for more than six years, and with Myer for more than seven years.

“Together we look forward to working closely with marketing, media, business and community partners as Australia Post continues to build on its heritage and its important role in the community,” Sheffield said.

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