Mark Richardson departs ALDI with former Westpac marketing boss Jenny Melhuish incoming
ALDI Australia’s chief marketing officer, Mark Richardson is set to leave the brand after more than five years, with recently departed head of marketing and media at Westpac, Jenny Melhuish coming in to replace him.
Richardson to leave ALDI
“The past six years have been an absolute career highlight. It has been a privilege to deliver work that has had true business impact while never losing ALDI’s notable sense of humour. I have nothing but respect for my colleagues and have deeply appreciated their partnership during my time here. My overriding emotion is one of immense pride at having been part of creating an enduring brand proposition,” said Richardson.
Group director customer interactions, Simon Padovani-Ginies said: “Mark’s contribution to the ALDI business has been large and is evidenced by the success of campaign after campaign. He’s anticipated and sculpted the tone of our brand, delivering memorable work that shaped our business in the market.”
Melhuish added on her arrival: “With the cost of living at the forefront of the minds of Aussies, I am looking forward to helping ALDI play a key role in ensuring Aussies know they can shop smarter and be savvier with their supermarket choices.”
“I have a passion for challenger brands, I thrive being in that mindset and seeing and delivering on growth opportunities. What a delight to join the Marketing team who are already doing amazing, award winning but most importantly effective work. I cannot wait to get started.”
During his tenure, Richardson launched the ‘Good Different’ positioning for ALDI, which has aided its unique brand position in the Australian retail and grocery category.
He and his team have also been recognised for several awards during this period, including Effective Advertiser of the Year at the Effies for three years in a row.
The brand reappointed Zenith as its media agency this year, and also continues to work with BMF as its creative agency, together winning several awards.
Melhiush’s previous roles have been staggered in the Westpac Group between both Westpac and St George’s bank, moving between the two financial institutions five times dating back to 2007.
Supermarket giant Coles currently has a vacant CMO spot, after Lisa Ronson departed this year.
Melhuish will commence the role in January.
More to come…
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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