Greencross brings on McDermott as chief marketing officer

Adriane McDermott

Petbarn and Greencross Vets parent company, Greencross, has recruited Adriane McDermott as its new chief marketing officer.

The experienced marketing leader joined the organisation in July, reporting directly to Greencross CEO, George Wahby. McDermott’s remit includes group marketing, customer analysts, ecommerce, digital and CRM strategy.

McDermott boasts of a 25-year career across the US and Australia, working across brands such as Nike, Diageo, Banana Republic, David Jones. Most recently, she spent three years at Australian swimwear brand, Seafolly, as marketing chief.

Among her achievements during this time was the launch of Seafolly’s new brand platform, ‘Own you folly’, as well as an overhaul of internal strategy and marketing approach. The work saw McDermott recognised in the 2019 edition of the CMO50.

In a statement, a Greencross spokesperson highlighted McDermott’s retail credentials along with marketing prowess as key for the group’s growth. She indirectly replaces former Greencross chief customer officer, Jane Power, who left the organisation earlier this year.

“Adriane’s retail, consumer and commercial marketing expertise will be invaluable in unlocking the portfolio’s future value potential,” the statement read. “Her top-line priorities include extensive customer segmentation, unified brand strategy and partnerships with key suppliers.”

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