Woolworths CMO Andrew Hicks steps down
The chief marketing officer of Woolworths, Andrew Hicks, will step down at the end of the 2025 financial year, after 16 years with the business.
Hicks first joined the Woolworths Group in 2008 as national marketing manager of Dan Murphy’s, and in 2012 he took on the general manager of marketing gig for Woolworths Liquor Group in 2012.
In 2015, Hicks moved to the Food portfolio, heading up marketing there for nearly four years, before moving into the CMO position in 2019.
Wow, 16 years and left with the job of managing the team through “simplification” (aka redundancies and restructures) on the way out.
“…have yet to start the search for replacement…” suggests this was more than just him deciding it’s time to walk away. It’s hard to argue given the decline in the brand. They’ve done a speed run from most trusted to least trusted. Optus and Qantas must be jealous. Insiders are saying this is just the start of the cuts and the impacts are being seen in agencies already.
Andrew is an exceptional marketer,intuitively creative and an opportunistic competitor in what is a cut throat category.He and the team he led resurrected the Woolworths brand in 2016 quickly nullifying Coles and its rampaging Down Down campaign.
The cause of their current fall from grace is far removed from marketing.
Be interesting to see what he does next.