Australia Post CMO Amber Collins departs
Chief marketing officer of Australia Post Amber Collins has left the brand, Mumbrella can reveal.
Collins resigned from Australia Post just prior to Christmas, as she confirmed to Mumbrella she is now seeking a change of direction in her career.
Australia Post also confirmed the departure when Mumbrella contacted the business, with a spokesperson also providing the following statement.
“Amber Collins has left to take on a new career challenge outside of Australia Post. Amber played an important role in leading many marketing initiatives and brand campaigns, helping position Australia Post as one of the most trusted brands in the country. We thank Amber for the important contribution she made to Australia Post, and we wish her all the best.
In the interim, Australia Post told Mumbrella that its head of marking communications, Corrina Brazel has taken on the CMO role in an acting capacity.
Hired by Nicole Sheffield and former CEO Christine Holgate in 2019, Collins was a high-profile appointment arriving from Coles where she was general manager for brand and media.
Collins told Mumbrella she “loved every minute” of her stint at Australia Post, and that she is incredibly proud of the work she and her team have done over the past three and half years, but that now was the time for a new direction.
Hired in 2019 by Holgate, her remit was to overhaul the marketing strategy and plans to support revenue and growth ambitions, while also creating an “iconic brand”.
Part of this has included the now-yearly Christmas TVC delivered by The Monkeys Melbourne, which was appointed as the creative agency of record in 2017. Collins did not run an agency pitch during her tenure at Australia Post.
The first Christmas spot and the launch of the ‘Spread the Merry’ platform came just months after Collins’ appointment in 2019. The latest rendition in November 2022 saw a giant inflatable Santa float through the Australian skies.
Amber is an absolute legend and helped to make a real difference at Aussie Post
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Amber is a fantastic leader and significantly improved AusPost and its marketing presence and impact. Wherever she heads next she will make a difference like she has for her team and partners at Post and her previous roles.
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I wonder if Coles may try/have convinced her to come back and take the CMO role left by Lisa Ronson. Will be a hard role to fill given the Smith Street model is locked in meaning whoever goes into the role has to work in the way put forward by their predecessor and make it work. Having a lot of experience in the inner workings of Coles will also help whoever goes into that role…
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Amber is an outstanding CMO, with more agency experience than most senior agency people. She’ll do an outstanding job wherever she goes – providing she hasn’t decided to put her feet up and take a well-earned break.
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Of all things, AusPost doesn’t need to be spending $$$ on its brand. Anyone who thinks otherwise needs to take a look at Amazon Flex or Uber Direct.
StarTrack under full AusPost ownership is an unmitigated disaster. Less brand & marketing, more focus on operations and services.
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