Woolworths appoints first CMO by promoting Andrew Hicks

Supermarket giant Woolworths has promoted its director of marketing for food and supermarkets to be the first chief marketing officer of the overall group.

The move follows rival Coles appointing its first CMO – lauded Tourism Australia marketer Lisa Ronson.

Hicks joined the Woolworths group in 2008

Woolworths said the promotion was recognition of Hicks’ great work, including in his former roles as national marketing manager of Dan Murphy’s, and general manager of marketing of the Woolworths Liquor Group.

“Given Andrew’s marketing experience across many aspects of our group over the last few years, he is well placed to drive the next horizon of our brand and marketing agenda. This appointment is in some ways a formal recognition of some of the great work Andrew is already doing behind the scenes to deliver a more cohesive brand for the group,” said Woolworths Group CEO Brad Banducci.

Hicks will now be charged with bringing the brand and marketing expertise across the business together to ultimately drive a better customer experience.

“The ways our customers interact with us is rapidly evolving,” Banducci added. “Our customers are becoming more digitally enabled and increasingly interact with our brands across multiple touchpoints – be it through our mobile app, website, Woolworths Rewards, catalogue, in-store or via social media.”

Hicks said he was excited by this next chapter.

“With our customers’ needs continuing to evolve at a rapid pace, we have a responsibility to ensure they have a consistent brand experience across every touchpoint they have with us. This is critical to our future success and I look forward to working even closer with the great team of marketers and communications specialists we ave across the Group to help achieve this.”

Woolworths currently works with creative agency M&C Saatchi, with its media buying coming out of a bespoke Dentsu Aegis Network agency, Woolworths@DAN.

The company did however recently launch a stand-alone media business with former Adshel CEO Mike Tyquin at the helm.

Cartology will “progressively replace the existing media selling model and arrangement” currently used by the brand for its owned media assets. The move, it said, will “ensure supplier partners are able to better communicate and engage with customers along the path to purchase”.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.