Aus Post recruits tasks new CMO with building modern iconic brand

Amber Collins

Australia Post has confirmed former Coles brand and media leader, Amber Collins, as its new chief marketing officer.

Collins replaces Karl Winther, who left Australia Post earlier this year after just four months in the CMO post and is currently looking for his next marketing opportunity. Prior to Australia Post, Winther was GM of marketing at Officeworks, and also spent 13 years at Myer, working his way up from buying assistant to loyalty program management then national manager of marketing operations.

Collins was most recently general manager of brand and media at Coles, a role she left in February that has since been filled by former Fairfax CMO, Michael Laxton.

She also previously worked as GM of marketing and a consultant at Target Australia, and also oversaw Coles house brands for four years from 2006 – 2010. Collins commenced her professional career as an account executive at Saatchi & Saatchi.

In an email circulated to staff, executive general manager of community and consumer, Nicole Sheffield, highlighted Collins’ 20-year experience in advertising, branding, product development, digital experience and retail marketing as key reasons for her appointment.

She noted Collins’ roles at Coles and Target and key achievements around well-known campaigns such as ‘Good Things are Happening at Coles’, ‘Second Bite’ and ‘Sports for Schools’. Collins also helped build customer acquisition programs for Coles Online, flybuys and Coles Financial Services.

“As CMO, Amber will have overall enterprise responsibility for developing and executing marketing strategy and plans to support our revenue and growth ambitions, as well as leading our priority to create an iconic brand that Australians know and love so they’ll be loyal beyond reason, as measured by increased foot traffic,” Sheffield stated.

“She will work hand-in-hand with our business and government and International colleagues to ensure we help them achieve their business goals and grow our business in all areas.”

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