Officeworks’ national marketing manager Karl Winther joins Australia Post as CMO
Australia Post has hired Officeworks’ national marketing manager, Karl Winther, to fill its newly-created chief marketing officer role.
The new CMO role and Winther’s appointment comes four months after media stalwart and former chief digital officer of News Corp, Nicole Sheffield, joined the business as EGM of community and consumer.
Winther joins Australia Post as CMO
Before joining Australia Post, Winther held the national marketing manager role at Officeworks for six years.
Prior to his lengthy stint at Officeworks, he was the national marketing manager of operations at Myer.
Before Australia Post created the chief marketing officer role, marketing had previously fallen under Andrea Pearman, who is the general manager of community.
Sheffield said she has tasked Winther with leading Australia Post’s brand growth and acquisition marketing.
“With his extensive experience across merchandise and marketing roles, Karl is ideally positioned to take on this newly created role of CMO for Australia Post.
“Karl brings to the role significant retail sector marketing experience having worked with prominent national brands. For the past six years Karl has led the marketing for Officeworks and has been instrumental in developing and bringing to life the brand strategy and go to market plan,” Sheffield said in a statement.
Winther’s appointment comes three months after Australia Post retained Dentsu X as its media agency of record and one year after it appointed The Monkeys Melbourne to its creative account.
Y&R Melbourne is also on Australia Post’s creative roster.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Great appointment for Australia Post!
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Karl is a rare example of a senior marketing person actually sticking in a role long enough to have a positive cause and effect on a business and its brand. Taking a fairly prosaic style of promotion in place when he arrived from Myer to actually put insights and brand values into the communications for Officeworks, along with the great team AJF. Critically achieving local and international EFFIES, which of course are the only meaningful awards in our industry.
Australia Post are fortunate to have secured Karl, for Officeworks and his team he is leaving a great legacy, & for the Monkeys they are lucky to have one of the most impressive marketing executives in Australia as a new client.
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What does this mean for the Y&R/Monkeys/Clems relationship with Post?
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This is a great appointment by Australia Post. Having worked with Karl for the best part of 10 years he has proven to be one of the most thoughtful, diligent and loyal (to his team and organisation) Marketers in the game. Watch the results.
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If only he thought the same about you!!
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From one organisation that treats its customers with contempt, to another organisation that treats its customers with contempt.
A lot of work to do.
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