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THE ICONIC Replaces CMO Role with Chief Customer Officer

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By Published On: February 21, 20220 Comments

There's been a shake up in the Executive team at THE ICONIC. In a business first, the pureplay is removing its Chief Marketing Officer position. In its place, the business has named Dean Chadwick as its first Chief Customer Officer.

The position, which is recently created for the pureplay fashion retailer, will replace the CMO position. Chadwick will oversee and lead both the Producer and Marketing teams, aiming to strengthen its customer experience, drive its customer-centricity and work towards creating ‘the future of shopping’.

“After a decade of operation, THE ICONIC is well and truly part of the fabric of Australian and New Zealand life, particularly after the last two years where shoppers across the country have come to rely on our unparalleled assortment and outstanding delivery proposition,” said Erica Berchtold said. “While we’ll always be proud of our start-up roots, we are a business that is scaling rapidly in a landscape that is constantly shifting, so we needed to rethink our internal structure to set ourselves up for a new era of retail.”

Chadwick has previous experience in customer positions across Australia and the UK, the business shared. He previously held the role of CEO of Virgin Australia’s Velocity Frequent Flyer Program. “The newly created Chief Customer Officer role does exactly that, bringing together our Product and Marketing functions to further strengthen our commitment to deliver seamless and inspiring customer experiences, while continuing to define the future of shopping in ANZ,” said Berchtold.

“With extensive experience in customer-centric leadership roles and a sharp ability to anticipate the needs and wants of customers now and into the future, I am delighted to welcome Dean to the team as he takes up this pivotal position within our business.”

Chadwick explained that he had always admired the team at THE ICONIC. “Within the industry, THE ICONIC is renowned for its steadfast commitment to being customer-first, but it wasn’t until I met the team that I really understood exactly how “customer-obsessed” it truly is,” he said.

“Every single business decision is made with the shopper in mind, which makes the Chief Customer Officer position incredibly exciting. I look forward to bringing my customer loyalty experience to the role as we work to further actualise the future of shopping.”

Last week, Anna Lee, current COO of THE ICONIC, was named the CEO of Flybuys. “I am thrilled and privileged to be joining the Flybuys team and am excited about the opportunities that lie ahead,” she said of her new role. Flybuys has been Australia’s favourite loyalty program for close to 30 years which is testament to its incredible team and innovative technology. I’m looking forward to working with the team to deliver the very best experience for both customers and partners alike.”

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