Woolworths’ Cartology makes four senior hires, including head of marketing and insights

Woolworths’ standalone media business Cartology, which launched last year with former Adshel CEO Mike Tyquin at the helm, has made four senior hires, including former Ooh Media group marketing director Jodie Koning.

Koning becomes Cartology’s head of marketing and insights, and is joined by Jessica Hunter as head of agency partnerships, Steve Geelan as head of product and platform, and Sean Richardson as senior manager of client strategy.

(L-R): Jessica Hunter, Steve Geelan, and Jodie Koning

“Cartology continues to build an exciting portfolio of media assets that connect brands with Woolworths customers in a meaningful way,” Koning said.

“I am excited about further building our media proposition and driving brand outcomes that are truly measurable.”

When Cartology was announced early last year, Woolworths said the business would “progressively replace the existing media selling model and arrangement” currently used for its owned media assets, but continue to work with Dentsu Aegis Network’s bespoke agency Woolworths@DAN.

Tyquin said the hires were even more important in a COVID-19 world.

“Our clients are increasingly looking to us to deliver data-driven marketing solutions with meaningful commercial impact at the moments that matter most,” the managing director said.

“At this time, we are seeing a clear acceleration of trends in the retail environment for how customers want to engage with brands, particularly digitally. As we start to think about a world post COVID-19, connectivity to customers is more important than ever.

“Adding this calibre of talent to the senior team to work with our FMCG and liquor client partners will significantly strengthen our marketing, product and partnerships expertise.”

Head of agency partnerships, Hunter will step across in June from Daily Mail Australia, where she was commercial director, and said she is honoured to launch the newly-created agency sales team at Cartology.

“We aim to be an extension to the media agency, providing access to customers across the trusted Woolworths network, utilising our rich customer knowledge and data,” she said.

Geelan, meanwhile, will also join in June after holding data, digital trading, and automation roles at Adshel and Ooh Media. Most recently, he spent a year at Ooh Media as group director of channel and solutions.

“I’m delighted to be joining Cartology at this exciting time for the business and am looking forward to helping build and deliver the best products and experiences for all of our customers across our physical and digital properties,” Geelan said.

And senior manager of client strategy, Richardson, has been with the business for a number of months after a four month stint as Hearts & Science’s head of strategy, preceded by senior strategy roles at m2m, Bohemia, and Initiative.


“Jessica, Steve, Jodie and Sean are joining us at an exciting time on our journey as we embark on our ambition to become a leading media player in the market,” Tyquin added.

“Combined, they have an amazing track record of delivering results for client partners. We are thrilled to have them join the team, and can’t wait to see the impact they bring.”


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