Metcash's top marketer on bravery and transformation - Marketing Dividends

Sarah Homewood
By Sarah Homewood | 21 September 2016
Madeleine Fitzpatrick

Metcash's top marketer, Madeleine Fitzpatrick, has appeared on the latest episode of the AANA's Marketing Dividends to talk about how the independent retail network is gaining traction in the cluttered and competitive supermarket sector.

The business is two years into its transformation plan, explaining its strategy of ensuring its stores are supporting local retailers and local communities is starting to show results.

She went on to add that being part of an independent network means it's more crucial that the brand is on top of its game. As a former McDonald's marketer she has experience at a multinational.

She highlighted the freedom that can come from being a challenger brand saying: “It gives you a bit more freedom to be brave - you have more to gain and less to lose. Working for a challenger brand allows real issues and opportunities to be addressed because there is no bureaucracy driving protection of market position."

"It makes you far more accountable as a marketer, as every initiative we put forward will come under scrutiny. We have to be really buttoned down with our data and insights, but it's also crucial that we understand the P&L, operations and running of a store," she added.

Fitzpatrick was joined on the program by CEO of MEC, James Hier, and deputy business editor of Sky News Business, Nadine Blayney.

Watch the full episode below for yourself:

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