Carsales CMO joins Wesfarmers as chief customer officer of retail loyalty program

Kellie Cordner joins Wesfarmers' new OneDigital executive team
Kellie Cordner

Kellie Cordner

Wesfarmers has brought on former Carsales marketing chief, Kellie Cordner, as chief customer officer of its new-look OnePass retail loyalty program.

Cordner joins the ASX-listed company’s OneDigital division, established last year to build out the group’s digital and data ecosystem. Overseen by MD and former Australia Post chief customer officer, Nicole Sheffield, the division brings together digitally native businesses from across Wesfarmers including membership programs, data platform and marketplaces, and is tasked with building shared data and digital asset foundations, along with an advanced analytics centre and data governance.

Core to this is a new retail offering, OnePass, erected on the foundations of the Club Catch subscription program that was acquired as part of Wesfarmers’ purchase of the Catch Group business in June 2019 for $230 million.

The OnePass program offers consumers free delivery with no minimum spend across an array of products from Kmart, Target and Catch, for $4 a week or $40 per year. The group also has a roadmap of additional features, benefit and partnerships underway to broaden out the program, including member-only pricing and double flybuys points eligibility for every dollar spent. Wesfarmers has also flagged plans to bring Officeworks and Bunnings into the fold in the new financial year.

As chief customer officer for OnePass, Cordner is responsible for marketing, product, customer experience, customer care and analytics. The newly created role sits on the OneDigital executive team and reports directly to Sheffield.

“I love the fact that I will be part of creating something that offers genuine utility and be part of the ground-up journey,” Cordner told CMO. “The ability to work alongside some of Australia’s most trusted and loved brands, as well as adding another brand in OnePass to the Wesfarmers stable, is exactly the challenge I was looking for.”

Cordner described her priorities as “scale and scale”: Both scale in awareness and new members, as well as scale in utility for Aussie shoppers.

“From a team perspective, it’s about building the culture of customer and data at the heart of all we do and with so many ideas for growth, clarity and momentum around the ones that matter the most,” she said.

Having spent more than six years with Carsales as chief marketing officer, Cordner said she brings a wealth of digital, data and operating smarts to the table.

“My time at Carsales was incredible and they do so many things really well, so there is a benchmark in operating, bringing ideas to life, and building brands that also becomes part of your own leadership DNA,” she said.

Alongside Carsales, Cordner’s resume includes overseeing omnichannel strategy at Myer, digital channel strategy, marketing and product leadership at Sensis, and several years providing senior executive consulting services.

Sheffield said she was thrilled to welcome Cordner to the OneDigital team. “Kellie’s significant experience in digital marketing and omnichannel retail will hold us in good stead as we head into an exciting phase for OnePass, as we continue to build Australia’s newest and most exciting membership program,” she said.

“Our goal is to harness the strong relationships our brands have with Australian households and provide consumers with what Wesfarmers is known for: Better value and more convenience. Already, we are seeing great take-up of the membership program and this will only grow as we add more brands, including Bunnings and Officeworks.”

Sheffield also flagged the forthcoming launch of a OnePass mobile app to “provide an even more convenient option for consumers”.

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