Bunnings retail media lead Sam Hegg has left the company.
Hegg played a pivotal role launching Bunnings wonderfully named retail media business Hammer Media last year.
He said he would take time off to consider his next move.
“I joined Bunnings in 2024 to help launch and grow a new retail media brand. With Hammer Media now embedded into one of the largest retailers in the country, it’s time for a change,” Hegg said in a LinkedIn post.
“Building a retail media brand from scratch is not for the faint hearted and it’s time for me to move on feeling proud of the achievements made and excited to personally explore what comes next.”
Hegg joined Bunnings after leading strategy and planning at Coles 360. He is well known in the market as a strategic thinker who held several senior roles at Carat and Dentsu prior to moving into retail media.
At Bunnings, Hegg led a team that enhanced the hardware company’s retail media offering, such as introducing multi-format instore screens network, an onsite ad server, a new DAB station and content solutions across offsite platforms.
Hegg noted that the business developed a full funnel measurement solution and delivered “significant growth” through supplier and non-endemic revenue.
Hammer Media launched last March with a network of 300 digital screens across 150 stores.
It promises to connect brands to Bunnings’ 15 million customers each month through a variety of owned media channels, including in-store screens, in-store radio, Bunnings website, Bunnings Warehouse Magazine (1.9 million audience), Bunnings Trade Magazine, social media, YouTube, search and video.
The launch was noted as a highlight by Bunnings marketing lead Justine Mills in this year’s B&T CMO Power List.
Bunnings and Hegg have been approached for comment about the move.
