Myer’s chief customer officer exits amid poor sales

Rosie Baker
By Rosie Baker | 21 July 2017

Myer’s deputy CEO and chief customer officer Daniel Bracken has exited the department store chain.

Bracken, a well respected marketer and retail operator, joined Myer in 2014 as CMO under then-CEO Bernie Brooks.

He quickly expanded his remit to chief customer officer and became deputy CEO under current Richard Umbers.

There is some speculation in the Sydney Morning Herald that Bracken is headed to Amazon, which is thought to be staffing up its operations on Melbourne.

Bracken was a key part of the ‘New Myer’ turnaround plan Umbers put in place at the retailer, driving differentiation and growth through improving stores and online, moving away from discounting strategies and better using data to make decisions. He called it the "biggest brand overhaul in the history of Myer" when he spoke at Ragtrader Live! last year, an event hosted by AdNews sister publication Ragtrader.

Umbers has reiterated his commitment to a marketing strategy based on building layout through premium brand experiences such as its Christmas Giftorium and the recent sponsorship of the Katy Perry tour.

A year ago, Myer appointed former Virgin Australia marketer Michael Scott as GM of brand and marketing.

Earlier this week Myer revised its earnings projection downwards from more than $69 million, to $66m, and advised shareholder sit would not deliver the targeted 3% growth after what the Australian Financial Review is calling a “horror start” to July trading.

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