Kellie Cordner resurfaces in role at Wesfarmers subscription program

After stepping down as Carsales chief marketing officer in late 2021, Kellie Cordner has taken on a new role as chief customer officer – OnePass at Wesfarmers OneDigital.

Cordner departed Carsales after an almost seven year stint in December, and was subsequently replaced by Priya Kanniappan as group marketing director a fortnight later.

Cordner joins Wesfarmers’ new division “tasked with building a data ecosystem that elevates the experience for all Australians”, growing the group’s data and digital ambitions.

The OneDigital ecosystem is fronted with its OnePass membership, offering free delivery on products across Kmart, Target and Catch for $4 or $40 a year. Bunnings and Officeworks are set to join the program in the new financial year.

Cordner is responsible for marketing, product, customer experience, customer care, and analytics for OnePass, joining the OneDigital executive team reporting to managing director, Nicole Sheffield.

“I love the fact that I will be part of creating something that offers genuine utility and be part of the ground-up journey,” said Cordner. “The ability to work alongside some of Australia’s most trusted and loved brands, as well as adding another brand in OnePass to the Wesfarmers stable, is exactly the challenge I was looking for.”

“My priorities are scale and scale. Scale in awareness and new members, and scale in utility for Aussie shoppers.”

“My time at Carsales was incredible and they do so many things really really well, so there is a benchmark in operating, bringing ideas to life, and building brands that also becomes part of your own leadership DNA.”

Sheffield added: “I am thrilled to welcome Kellie to the OneDigital team. Her significant experience in digital marketing and omnichannel retail will hold us in good stead as we head into an exciting phase for OnePass, as we continue to build Australia’s newest and most exciting membership program.”


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