Coles has confirmed that it has replaced the CMO role with a new Chief Customer Officer, Amanda McVay. The retailer follows IAG’s shift to retake customer and wrap-in marketing – and like the insurer Coles has recruited from the US.

McVay was most recently Group Vice President, Head of Marketing, Digital, Customer Strategy & Own Brand at US retailer Meijer where she spent more than a decade. She owned the company’s customer strategy, ecom, customer data, retail performance media and marketing organisations across a team of circa 300. Prior to that she spent a decade at Target, a retailer Coles aims to emulate in building out a significant media business.

McVay will lead lead marketing, brand and customer communication strategies upon officially joins Coles next month. She will operate out of Melbourne.