Big W scraps marketing director post for new creative manager role as Alison Jones departs
The revolving door of marketing executives at Woolworths continues to turn with the marketing director for Big W, Alison Jones, leaving the retailer and Big W scrapping the role of marketing director, Mumbrella can reveal.
The retailer will instead create a new position of general manager creative (design, marketing and online) with Big W CEO and former luxury brand Oroton boss Sally Macdonald raiding her former employer for the replacement.
Woolworths confirmed Jones is vacating the role and will be replaced next week after making the decision to move back to the UK with her family.
Jones will be replaced by Oroton general manager and creative director Ana Maria Escobar, who worked closely with Macdonald helping to turn around the luxury brand.
Escobar has also worked as a design director at Sportscraft and Pacific Brands.
Woolworths confirmed Jones’ departure in a statement to Mumbrella.
“Alison Jones has made the decision to return to the UK with her family,” a spokesperson said. “We thank her for her contribution to Big W over the past few years and wish her well in the future.
“Ana Maria Escobar has been appointed to the new role of general manager creative (design, marketing and online) at Big W. She will commence in the role on Monday 22 February 2016. Ana was most recently general manager and creative director at Oroton Group and has also worked as design director for Sportscraft and Pacific Brands.”
At Oroton, Escobar was responsible for brand direction, product design, visual merchandising and store design.
Oroton has previously proclaimed her role building connections with a younger audience without alienating its existing customer base.
“Perhaps her most significant achievement is the balance she has struck between reinvigorating the brand’s fashion consciousness, yet celebrating its heritage,” states Escobar’s bio on the Oroton website.
Woolworths announced its intention to redefine the image of the discount retailer last year when it appointed Macdonald to turn the business around and the appointment of Escobar is the first clear signal of the retailer’s new direction.
The move to the shake-up marketing at Big W comes after the sister supermarket brand has endured a rollercoaster ride after a series of senior executive departures last year including CEO Grant O’Brien, marketing boss Tony Phillips and director of customer, brand and format, Jess Gill, last year.
Big W moved its account from Saatchi & Saatchi to Leo Burnett in the middle of 2015, aligning the business with Woolworths. Woolworths shocked the agency three weeks ago when it moved the supermarket business to M&C Saatchi; however, Big W remains with Leos.
Simon Canning
Are you kidding me. What is now happening at Bella Vista. Oroton is a fundamentally different business to Big W. Value v luxury, multi category v one category, large space v small stores, 180+ stores v handful. How is a luxury handbag designer going to run a value retailers marketing team ??!
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I wish Ms Escobar well.
Going from Oroton to Big W – that’s certainly going to make for an interesting story in a year or two!
It would seem from the recent hires that Big W is looking to go up market a little. Perhaps Kmart have nailed their execution so well Big W feel like they need to revise their market position. Time will tell….
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Smart women! AME is a highly trained industrial designer with sharp online skills. Luxury handbags only a slither of what she does. big W are breaking then rules under Macdonald. Laugh all you want….watch this space
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Wish her well and hope she shows everyone of course, but I’d love to be a fly on the wall in the inner-city cafe/restaurant/bar when someone next asks: “So who do you work for ?”
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