Cashrewards appoints Westpac marketer as CMO

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 9 December 2021
Nicole Bardsley

Cashrewards has appointed Nicole Bardsley as its chief marketing officer.

Bardsley joins the business from Westpac where she spent the last four years, most recently as head of brand and advertising. She has also worked at Virgin Mobile, Foxtel, and David Jones.

“We are absolutely delighted to welcome Nicole to Cashrewards at such a pivotal point in our growth journey,” says Cashrewards CEO Bernard Wilson.

“We’ve made incredible progress over the last year in entrenching Cashrewards as Australia’s premium cashback ecosystem. More than 1.1 million Cashrewards members can now ‘buy now, save now’ with over 1,800 leading retailers on our platform.

“Nicole’s experience leading and motivating high calibre teams to drive brand transformations at Westpac and Virgin Mobile will be invaluable as we encourage more members than ever before to start even more of their shopping journeys with Cashrewards.”

Cashrewards has made a series of new marketing hires, including Westpac, M&C Saatchi and DDB alumni Matthew Poulier as head of brand. Former Afterpay B2B marketing director Sally Marsden has also recently been appointed to lead B2B marketing, and Pickles Auctions and Audi growth marketing leader Karlien McLeod has joined as head of shopper marketing.

“I'm really pleased to be joining the talented Cashrewards team at such an exciting time,” Bardsley says.

“I've seen the incredible success of the model in similar markets like the UK where top cashback platforms are used by more than 20% of shoppers.

“It’s a compelling proposition for brands, enabling them to reach high-value shoppers at compelling ROI because they pay only on conversion, so there’s no wasted reach.”

Cashrewards recently launched its biggest season marketing campaign, along with a new “Happy Dayz” campaign delivered by Cashrewards’ in-house creative team.

“I have been incredibly impressed with the work Cashrewards’ in-house team has produced recently, including exceptionally high-impact co-marketing initiatives with leading merchant partners,” Bardsley says.

“I look forward to helping the team drive even deeper partnerships with leading brands while pushing even harder to accelerate member growth and engagement with Cashrewards.”

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