Removalists comparison site hires experienced CMO to lead revenue growth

Adam Coward

Startup removalist platform, Muval, has recruited Youfoodz chief marketing officer as its first chief revenue officer.  

The appointment of Adam Coward is one of several made as the business looks to scale-up operations off the back of what it says has been exponential growth in the past 12 months. The website is a comparisons-based offering allowing consumers to compare removalist services in a similar fashion to Airtasker, Booking.com and Hipages.  

Coward, who has been marketing leader at Youfoodz for less than 18 months, has worked in a range of different industries. Prior to the online food services company, he was GM of marketing and sales at Racing Queensland. He also spent more than four years as CMO for Tourism Northern Territory, and held marketing positions with Virgin Blue and Westfield.  

Coward said he was drawn to Muval because of its ambitious plans and growth trajectory.  

“The parallels with my background and where the team at Muval want to go are perfectly aligned,” he said. “It wasn’t that long ago you would never have booked an overseas trip fully online. We are actually drawing upon a lot of the travel industry’s learnings to follow a similar path. The major difference is we are focused on moving people on one-way trips.   

“Muval isn’t here to build just another find a quote platform where the customer still has to do all the work.”  

Coward pointed to hundreds of associated events that happen as part of moving. “At Muval, we want to make life’s big moves better by creating the ultimate online service to link you via our platform to our moving partners services to get you from A to B with a 10 out of 10 experience,” he said.  

Muval co-founder and CEO, James Morrell, said Coward offered a mix of hands-on and strategic experience.  

“Adam is one of the rare executives who brings a breadth of impressive experience and commercial strategy yet can execute hands-on growth tactics in a super-fast scale-up environment,” he said.  

Alongside Coward, Muval has confirmed co-founder, Mahdi Chardi, as its chief commercial officer. It’s also appointed Dave Hillier as operations manager, and brought on Jodie Windley as national customer success manager. The latter pair come with expertise in the removalist and service industries and again will help the business escalate growth, Morrell said.  

“Customers and removalists alike have really embraced the way our platform provides transparency and convenience when looking for removalist services you can trust. This simple online booking concept was well overdue for this industry,” he added.  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.