G'Day brings on new chief marketing officer
- 06 April, 2022 15:04
Regional accommodation network provider, G’Day Group, has appointed Sportsbet’s former head of engagement as its new chief marketing officer.
Lahnee White has spent the last nearly four years with Sportsbet as general manager of customer engagement. During this time, she looked after organisational strategy in personalised marketing, value proposition, martech and marketing analytics.
She boasts of more than 15 years’ experience in consumer marketing, including overseeing advertising, CRM, marketing, partnerships and retail marketing across Westpac, St George, Bank of SA and Bank of Melbourne.
With a remit across G’day Group brands and customer journeys, White will spearhead marketing strategy, customer growth and loyalty, analytics, digital marketing and brand. She takes up the reins across a newly restructured marketing team combining commercial and digital functions aimed at enabling greater end-to-end oversight of the customer experience.
White replaces Michaela Webster, who was previously chief commercial officer and remains with the group in a strategic consulting capacity.
As previously reported by CMO, G’Day has been on a recruiting spree in recent months as it works to become a $2 billion business. The group portfolio includes G’Day Parks, Discovery Parks, Kings Canyon Resort, El Questro and Lane Cove Holiday Park.
Credit: G'Day Group
G’day Group CEO, Grant Wilckens, said White’s depth of experience within multi-brand organisations will enable the company to deliver a more seamless and personalised customer experience.
“Our company has undergone significant growth over the past 18 months. We now have more than 300 properties across our owned and operated Discovery Parks brand and G’day Parks licensed network, reaching all corners of Australia,” he said. “Coupled with the significant growth of our G’day Rewards loyalty program, there was a need for the business to bring in an experienced marketer to oversee and build our customer experience across all touchpoints.
“Lahnee brings a wealth of expertise in end-to-end marketing with leading Australian organisations, and her skills and customer-first approach will be key to accelerating our personalisation agenda.”
White said she was thrilled to be joining a national tourism leader as it rebounds from the Covid-19 pandemic and sets its sights firmly towards sustainable growth.
“One of the great things about the caravan and camping industry is its appeal and accessibility to such a wide range of travellers,” she commented. “I’m really excited to help enhance and personalise the experience across the whole customer journey, from digital engagement right through to a memorable in-park experience.”
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