Endeavour Group creates omnichannel marketing function

Joanne Rose

Endeavour Group is on the hunt for new marketing talent after establishing its own omnichannel marketing function.  

Known as Endeavour Marketing, the new function is pitched as a centralised marketing team that will work alongside existing brand teams while also bringing the retailer’s internal digital media, creative studios and customer insights capabilities together in a centralised hub.  

Endeavour Group said a number of fresh roles have been created across brand marketing, digital marketing, media, planning and marketing analytics, at varying levels. The retailer has also flagged bolstering its first-party data capabilities as a key focus.  

“The creation of Endeavour Marketing was inspired by our group purpose, ‘creating a more sociable future together’; and by establishing a truly omnichannel capability, we’re better able to put the customer at the heart of what we do in bringing this purpose to life in even more engaging and meaningful ways,” said Endeavour Group chief marketing officer, Jo Rose.  

“Our brand marketing teams will continue to enable customer connectedness and brand distinction for much loved brands such as Dan Murphy’s, BWS, ALH Group, Jimmy Brings, Langton’s and Pinnacle Drinks, while the centralised marketing team will focus on delivering smarter, more streamlined marketing capabilities to the entire group.”  

Endeavour Group comprises a retail drinks network and the largest portfolio of licensed hospitality venues in Australia, encompassing more than 2000 stores and venues. It claims its digital platforms get about 200 million customer interactions annually. Brands under the Endeavour umbrella include Dan Murphy’s, BWS, ALH Hotels, Jimmy Brings and Shorty’s Liquor.  

Endeavour group demerged from the Woolworths Group in July 2021. It reported group sales of $11.6 billion in its FY22 financial report, along with a 11.2 per cent increase in profit to $495 million.  

News of the centralisation of marketing capabilities comes a month after Endeavour debuted its owned retail media network, MixIn by Endeavour, an in-house capability that sits within the merchandising team. Advertising programs on offer include tasting programs, in-store digital screens and radio, as well as sponsored product listings and display advertising placements across the different brands’ websites and apps. 
   

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