Woolworths poaches Coles’ marketer and expands marketing team

  • March 26, 2014
  • Sophie Langley

Woolworths has revamped its marketing team

Australian supermarket giant Woolworths has announced new appointments to its marketing team, the addition of a new advertising agency to its roster, and a new focus on ‘customer experience’.

Woolworths has appointed Tony Phillips, who previously worked in marketing and communication for Woolworths’ rival Coles, as Chief Marketing Officer. Before the appointment with Woolworths, Mr Phillips worked for Coles for seven years in the roles of General Manager Marketing Communications, General Manager Sponsorships and Events and General Manager Category Marketing.

The Chief Marketing Officer role is a new operational role at Woolworths and is part of a restructure of the Marketing division.

Mr Phillips was the founder and Managing Director of advertising company AdTown, and also worked as Managing Director of advertising agency George Patterson Melbourne, with clients such as beer company Carlton United and the National Australia Bank.

New focus on ‘customer experience’

Woolworths has also appointed Ms Jess Gill to a new strategic role of Director, Customer Experience.

The supermarket groups said Ms Gill will be leading the development of Woolworths’ brand strategy, format development including store design and layout, online customer experience and “embedding deeper customer insights” throughout the business.

Woolworths said Mr Phillips’ work would build on the customer experience work done by Ms Gill to further enhance its leading position.

Leading creative ad agency added to Woolworths roster

In addition, Woolworths has expanded it’s advertising agency roster by adding leading creative agency Leo Burnett.

“We’re very excited to be adding one of Australia’s premier creative agencies to our roster and I believe this addition will help us stay ahead of the pack in what is a very competitive market,” said Tjeerd Jegen, Woolworths Managing Director of Australian Supermarkets and Petrol.

“I’d like to sincerely thank Droga5 for their work over the past two years,” Mr Jegen said. “The successful More Savings Every Day campaigns have shown they were the right choice and now we move into a new era. The addition of Leo Burnett will be a great fit for Woolworths,” he said.

“Tjeerd, Jess and Tony have huge ambitions for Woolworths and it’s now our job to help bring them to life. I can’t wait to get started,” said Todd Sampson CEO of Leo Burnett Australia.


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