Woolies marketer Shapland jumps to e-tailer Asos
EXCLUSIVE: One of Woolworths top marketers Jo Shapland has left the supermarket giant to lead up the marketing push at burgeoning online retailer Asos.com.
Shapland left the role as brand manager for supermarkets earlier this month to take up the position as senior marketing manager vacated when Prue Thomas left in March to become group marketing director for Topshop and Topman in Australia.
There she will link up with former head of multi-channel retail for Woolies’-owned Big W Sally-Anne Newson, who is now country manager for the retailer.
A spokesperson for Woolworths said Shapland's position has not yet been filled, but will only be opened to external candidates if no-one suitable in-house can be found under their careers progression policy.
Asos has made massive inroads in the Australian market since launching a local offering in 2011, and a recent report claimed there is a purchase on the site every six seconds, as the country embraces often-cheaper e-commerce channels.
In July Shapland spoke at the MAD Week content marketing panel, where she outlined the brands’ push into the content space, saying they were looking at deviating from the traditional route of informing and inspiring readers to more entertaining style of content.
ASOS employs a hefty content marketing strategy including blogs on its site with interviews, style reviews and celebrity fashion tips.
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