Myer chief Bernie Brookes steps aside with marketing boss Daniel Bracken made deputy CEO
Bracken
Myer’s longstanding CEO Bernie Brookes is leaving the retailer after almost nine years to be replaced by supply chain boss Richard Umbers, with chief marketing officer Daniel Bracken made deputy CEO.
The company is implementing a large scale program to turn around its fortunes as it continues to lose share to online retailers, with Umbers set to “lead a significant program of change and reinvigoration” which will take on a more customer centred approach.
In a statement Myer chairman Paul McClintock said the move was “in recognition of the central role merchandise and brand will play as we seek to reinvigorate our offer for customers”.
McClintock also paid tribute to Brookes, saying: “Bernie has guided the business through an eventful period, from a turnaround under private ownership to a public listing, and through a period of sustained weakness in consumer sentiment, competitive disruption and structural change.
“Myer has always been well served by having a retailer of Bernie’s calibre during this period.”
He added: “It has become clear that to thrive in a modern retail environment , Myer must adapt more quickly and be closer to its customers. A strategic review has been ongoing for some time, with a view to reshaping the business for a profitable, sustainable future.
“The addition of highly experienced executives last year has brought a broad range of perspectives to the strategic review. Based on this work it has become evident that a transformation project o the scale required to achieve the board’s vision will take a number of years to implement.”
Bracken took on the CMO role on September 1, joining the retailer from The Apparel Group. In October it launched a new brand marketing campaign dropping long time ambassador Jennifer Hawkins, its first work from Clemenger BBDO Melbourne.
In the release McClintock also said the company had done extensive research to define its customer base now and in the future, signalling “we want to be more consistent in putting the customer at the centre of all our thinking”.
The company is due to release its half yearly results on March 19.
Alex Hayes
topics
Bernie brookes
CEO
Clemenger BBDO Melbourne
Daniel Bracken
Jennifer hawkins
Myer
results
retailer
