The Iconic ditches the CCO role, formally appoints Robinson as CMO
The Iconic has formally appointed Joanna Robinson as its chief marketing officer, marking the online retailer’s recommitment to the CMO title almost two years after the departure of long serving chief marketer, Alexander Meyer.
Robinson was first appointed as interim CMO in April after chief customer officer, Dean Chadwick, exited the business to become CMO at accounting platform MYOB.
Little more than a year prior, The Iconic had indicated a new direction in its marketing strategy, with Chadwick’s CCO appointment initially planned to replace the remit of the CMO.
“The newly-created role does exactly that, bringing together our Product and Marketing functions to further strengthen our commitment to deliver seamless and inspiring customer experiences, while continuing to define the future of shopping in ANZ,” said then CEO Erica Berchtold of the decision to retire the CMO role.
The appointment contradicts the e-commerce platform’s prior comment’s that Robinson’s interim appointment was only temporary, with a chief customer officer appointment to eventually reclaim the CMO remit.
The new direction appears to have taken fruition under the leadership of newly appointed CEO Jere Calmes, who confirmed to Mumbrella that the CMO role was back for good.
While the ultimate responsibility for our customer falls under the CMO, all functions play a pivotal role in providing a seamless and empowering experience for our customers. For this reason, we are no longer looking to hire a chief customer officer, ” he said.
Calmes said he was thrilled to that Robinson would be remaining with the business as CMO, describing her impact as “nothing short of remarkable”.
“Her appointment will further strengthen our commitment to providing exceptional experiences for our customers and retail partners,” he said.
Robinson brings more than 25 years of marketing and sales experience to the role, having held the role of CMO at Chatime prior to joining The Iconic.
“As a loyal and long-time customer of The Iconic, the opportunity to join the business earlier this year was a dream come true, and I feel incredibly humbled to officially continue my role in this amazing company,” she said of her appointment.
“The Iconic has always been at the forefront of ecommerce in Australia and New Zealand and in an era where traditional boundaries blur and digital platforms thrive, we have a unique opportunity to redefine how we connect with our customers. This is hugely exciting and together with the talented teams I look forward to crafting unique experiences that will elevate our brand and cement our position as ANZ’s leading fashion and lifestyle platform.”
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