ALDI has appointed Jenny Melhuish (pictured) as its new marketing director, replacing Mark Richardson.
Melhuish, formerly head of marketing and media at Westpac, will commence the role in January.
“With the cost of living at the forefront of the minds of Aussies, I am looking forward to helping ALDI play a key role in ensuring Aussies know they can shop smarter and be savvier with their supermarket choices,” she said.
“I have a passion for challenger brands, I thrive being in that mindset and seeing and delivering on growth opportunities. What a delight to join the Marketing team who are already doing amazing, award winning but most importantly effective work. I cannot wait to get started.”
Melhuish’s predecessor, Mark Richardson, had been ALDI’s marketing director since 2017 and oversaw the supermarket’s growth in Australia.
He launched the Good Different brand positioning and won Effies’ Effective Advertiser of the Year award for three consecutive years.
“The past six years have been an absolute career highlight. It has been a privilege to deliver work that has had true business impact while never losing ALDI’s notable sense of humour. I have nothing but respect for my colleagues and have deeply appreciated their partnership during my time here. My overriding emotion is one of immense pride at having been part of creating an enduring brand proposition,” said Richardson.
Simon Padovani-Ginies, group director customer interactions, thanked Richardson for his contribution to developing ALDI’s unique brand proposition: “Mark’s contribution to the ALDI business has been large and is evidenced by the success of campaign after campaign. He’s anticipated and sculpted the tone of our brand, delivering memorable work that shaped our business in the market.”
