Big Red Group appoints head of brand and marketing
Experience marketplace Big Red Group has appointed a new head of brand and marketing.
Toni Westlake takes on the role after four years with the company.
Having joined in 2020 as brand manager, Westlake quickly moved into a senior marketing manager role, where she led the brand, social and creative teams for Big Red Group’s consumer brands Adrenaline and RedBalloon.
Westlake has headed up Adrenaline’s marketing team through a digital transformation and rebrand, set to launch later this year.
In her new role, she will be responsible for building out the marketing team, and supporting Big Red Group’s sustainable growth across its portfolio – which also includes ExperienceOz.
Toni Westlake
“I’ve relished the opportunity to work on Adrenaline for the past four years – and am incredibly excited to be taking the next step by applying my expertise across the Big Red Group portfolio,” she said of her appointment.
“As we gear up for the busiest trading period of the year for our brands, my priorities are ultimately challenging the way we work and think, building out a new creative team – which we haven’t had since 2021 – and dedicating full-time resources to brand growth and asset building.
“Of course, the cost of living crisis has presented its own challenges – with consumer discovery changing significantly – and with very different target markets for each of our brands, we need to ensure we’re showing up in the right places at the right time.
“With an incredible team around me, I know I won’t be alone as we push ahead to set Big Red Group up for success and further establish our position as ANZ’s leading experience network.”
Westlake will report to Jemma Fastnedge, chief customer and sustainability officer at Big Red Group.
Fastnedge said in a multi-brand business, it’s of utmost importance for the leadership team to understand their consumers, and make strategic decisions to make an impact and move forward.
“That’s why Toni’s appointment as head of brand and marketing is one that just makes sense,” she said.
“Over the past four years, she has proven herself to be a highly-skilled and well-respected member of the team whilst making an incredible impact on Adrenaline.
“On behalf of the entire team, I’m delighted to be welcoming Toni to her new role at Big Red Group – and I’m looking forward to working with her to help unlock the business’ next stage of growth.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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