Endeavour Group is restructuring its senior leadership and seeking a new General Manager (GM) of Customer Engagement, following the departure of Mike Worden, GM of Media and Marketing Effectiveness. Worden's exit comes after a multi-month review aimed at improving customer engagement across Endeavour Group's portfolio, which includes brands such as Dan Murphy's, BWS, ALH Hotels, and Pinnacle Drinks.

Worden's tenure at Endeavour Group lasted two years, during which he played a pivotal role in the company's media and marketing effectiveness. His last day at the company is slated for Friday, 1 November.

An Endeavour Group spokesperson stated, "Over the last few months we have reviewed how we set ourselves up to gain a deeper understanding of our customers' social needs and behaviours across liquor retail and hospitality to bring an overarching perspective to foster growth across all Endeavour's brands. As a result, we have made some changes to the way we operate and we are now recruiting for a General Manager of Customer Engagement. We thank Mike Worden for his contribution as General Manager, Media & Marketing Effectiveness."

The new GM of Customer Engagement will be tasked with developing and executing a comprehensive customer engagement strategy, including one-to-one marketing, personalisation, and group loyalty programs. They will also oversee media and digital marketing strategies, ensure compliance with data privacy regulations, and lead marketing initiatives that align with regulatory standards while enhancing customer engagement.

Worden, whose previous roles include managing director of MediaCom Australia, head of McDonald's at OMD, senior client director and group business director at UM Australia, and positions at ZenithOptimedia Australia, Starcom MediaVest Group, and Faulkner Media Management, expressed gratitude for his time at Endeavour Group. "I'm incredibly grateful for the opportunities, growth, and connections I've had during my time here, particularly with my team, who are brilliant. As to what's next, I'm excited about what the future holds and ready for my next opportunity. If anyone might have a suitable role or project in mind please reach out, I'd love to connect," he said.

Additional reporting by Nadia Cameron