Coles announces Samantha McLeod as GM of brand, digital & design

Samantha McLeod is set to join the Coles marketing team, working as part of the leadership team in the role of general manager brand, digital and design.

She’ll return after ten years in the UK for the role, reporting into chief marketing officer, Lisa Ronson. McLeod’s remit will include the delivery of a unified brand and digital marketing strategy for Coles.

It appears her role will encompass those responsibilities previously held by Michael Laxton. Mumbrella understands the former GM of brand and media left Coles last year to return to Sydney.

Sarah McLeod will return from the UK for the role

McLeod has served as business lead at creative agency BBH London since 2017, in that time working on Tesco’s creative account where she led the company’s COVID communications response.

She also won the IPA Effectiveness Awards Grand Prix for her work on the agency’s five-year brand turnaround story, and previously led major accounts at agencies including Mother, Lowe, M&C Saatchi, and George Patterson Y&R.

Coles CMO, Lisa Ronson, said McLeod will help drive Coles’ strategy of creating trusted value for its customers.

“I am very excited for Sam to join Coles. She has a real passion for leadership and building positive team cultures. I know she will be a fantastic cultural fit at Coles and can’t wait to make a difference with the dedicated team we have.”

McLeod commences her new role in September, when she will return home to Australia from London. She said she is looking forward to working on an iconic retail brand in Australia like Coles.

“I love working on retail brands, I love the pace, the dynamism of responding to ever-changing market needs, the tangibility of the offering, and after 2020 I particularly love working on brands that can make a real difference in customers’ lives,” she said.

“Coles is such an iconic Australian brand and really stepped up to genuinely help Australians last year from the fires through to COVID. I couldn’t think of a better role, brand or team to work with on my return home.”


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