Booktopia Welcomes New Head of Brand and Comms

Power Retail By Power Retail | 14 Dec 2021

Booktopia has appointed Adam Freedman as its Head of Brand and Communications, replacing Mark Harding in the incumbent role. 

In this role, Freedman will be responsible for elevating the brand awareness for Booktopia, engagement with consumers and will have oversight of the company’s earned, owned, shared and paid brand-led activities.

“Booktopia has been on a phenomenal journey since its inception and has helped to add a new dimension to how Australians buy and read books. I’m honoured to play a part in the next phase of its growth and to have the opportunity to champion its position as a great Australian brand and local success story,” said Freedman of his new role.

Prior to Booktopia, Freedman was Head of PR and Communications at Finder Australia. He also spent nine years at Red Havas as Practice Head. His role as Head of Brand and Communications will start immediately – he will report to Steffen Daleng, the Chief Marketing Officer at Booktopia.

Man with short beard in blue checked shirt with his hands in the pocket, smiling at the camera.

Adam Freedman | via Booktopia

“In our ever-changing world, books remain a cultural glue and provide a unique sense of community and inspiration for readers of all ages and backgrounds,” said Freedman. “It’s a dynamic category to work with and there aren’t too many richer storytelling opportunities than with a brand that delivers stories by trade!”

Mark Harding, who holds the current incumbent role, is launching his new venture, Papercut Consulting, where he will offer a range of social media services and digital marketing for publishers and authors.

“I’m delighted to welcome Adam to the Booktopia family. He brings a wealth of insight, experience and creativity to the business with a pedigree of working with big brands and helping to propel them forward in smart and strategic ways. Adam’s appointment will provide us with opportunities to further enhance our brand-building strategy to support our growth trajectory in the months and years ahead and connect more meaningfully with our increasingly diverse customer base,” said Steffen Daleng on Freedman’s new role.

“In parallel, I’d like to thank Mark for all of his contributions to Booktopia. He has spearheaded some great initiatives that have helped set us up for success and I wish him all the best with his new career path.”

This month marks the one year anniversary since Booktopia listed on the ASX. Its shares are currently $1.75, down from its high of $2.90 in August and $2.80 when it first opened in 2020. In the last 12 months, the online book retailer has increased its distribution and storage centres in Sydney. Moreover, Booktopia has a reported increase in the book etailer market, now at 8.7 percent, up from six percent in FY20.

Last week, the ACCC instituted Federal Court Proceedings against Booktopia for alleged ‘false or misleading representations to consumers about their rights to refunds and other remedies for faulty or damaged goods’. You can read the full report here.

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