Coles' retail media arm has got a new head of partnerships in Bega's General Manager of Retail Marketing and eCommerce, Bridie Cowell.

Cowell brings more than 20 years of FMCG experience to Coles 360, having spent the last three years at the dairy and food giant, following more than a decade at XXXX, Toohey's and Little Creatures parent company, Lion.

Cowell's extensive experience in the industry, particularly in delivering strong omnichannel plans across retail marketing, eCommerce, and digital, will be a valuable asset to Coles 360. In her previous role at Bega, Cowell was responsible for implementing robust omnichannel strategies, a skill set that will undoubtedly be put to good use in her new position.

Coles 360 General Manager, Paul Brooks, said: “Bridie is the perfect person to support the next phase of our growth journey and lead our partnerships team.”

Cowell will join Redworks Media, a part of the Coles 360 team, replacing Tom Small, the previous Head of Partnerships, who is moving into a Chief Commercial Officer role at Retail Media Works.

“What a privilege it is to join the Coles 360 team. I look forward to collaborating with suppliers on data-led solutions that not only connect their brands with Coles shoppers, but fuel discovery, inspiration and ultimately demand generation," said Cowell. “Whilst the industry is rapidly evolving, the principles of best-in-class media still hold true. Keep the customer and their experience at the heart of your strategy, and you’ll be well placed to nurture their loyalty and deliver strong business results.”