Repositioning consultancy Ne-Lo has appointed senior executive and board director Amanda Connors as consulting partner for health, beauty, wellness and retail.
Connors is a brand differentiator and transformational change leader, with more than 20 years’ experience driving growth across wellness, beauty, retail and financial services. She is a proven architect of brand reinvention and commercial success, she has a track record of transforming businesses into market leaders. Commercially astute and MBA qualified, she brings a strong appetite for transformation, innovation and growth.
She was previously global CMO at Total Beauty Network, overseeing INIKA Organic, designer brands and RAWW Cosmetics. There, she led brand strategy, new product development and eCommerce growth, scaling eCommerce by 355 per cent.
Her career also includes senior leadership roles at Myer, Westpac, Priceline, endota and dōTERRA. She is currently part-time CEO of Melbourne NFP Ready Set.
At Priceline, Connors played a central role in transforming the business from a discount retailer into one of Australia’s leading health and beauty brands. She created the Priceline Sister Club, now with more than 7 million members, and founded the Priceline Sisterhood, which has raised more than $2 million for women’s health.
At endota, she helped transform the business from a cottage operation into one of Australia’s most loved wellness brands, delivering sustained double-digit growth. Connors holds an MBA, is MAICD and has board experience.
Ne-Lo CEO Ross Hastings said the appointment reflected a deliberate decision about how the consultancy is built.
“A lot of agencies have a strong track record in a particular sector, but that doesn’t mean the people behind that work will be involved in a client’s project. We built Ne-Lo the other way around. Clients work directly with a senior consultant who has deep expertise in their sectorand their specific problem supported by the right team and our Anatomy of Marketing methodology. No layers, no limits,” Hastings said.
“We’re so excited to have Amanda on board. She has led some of Australia’s best-known health, beauty, wellness and retail businesses through transformation from the inside out. Ne-Lo clients in these categories will get to work directly with her and I can’t wait to see the results.”
Connors said the role was an opportunity to bring her experience in brand differentiation, transformation and growth to organisations across the health, beauty, wellness and retail sectors.
“I’ve built my career transforming brands and businesses by finding what makes them truly unique, grounding that in customer insight and turning it into competitive advantage and growth. Working with Ne-Lo gives me the opportunity to bring that experience to the sectors I love, creating differentiated brands with heart that connect deeply with customers, drive commercial growth and importantly leave an enduring impact,” Connors said.
Connors, whose positioning as “The Growth Architect” reflects her focus on transformation, growth and human potential, is the first of three new sector-specific appointments to be announced by Ne-Lo over the coming weeks.
