Endeavour Group has made cuts across the liquor and gaming giant as part of a company restructure, with the marketing team being hit particularly hard. It sees general manager brand, creative and operations Katie Dally and others exiting their roles.
The ASX-listed company – which owns the Dan Murphy’s and BWS brands among others – presented a full-year plan to investors back in August, with Endeavour citing restructuring as a major focus for FY25 following a dip in profits.
Endeavour reported a net profit of $426 million in FY25, down 15.8 per cent on a comparable 52-week basis. While the core retail liquor businesses saw sales slip 1.2 per cent to $9.95 billion, online sales grew 7 per cent, now making up 8.7 per cent of total retail revenue.
Restructuring costs have reportedly amounted to a total of $16 million. Dally is one of those affected, exiting her role at the group.
“I can confirm that I recently departed Endeavour Group as part of a company-wide restructure. My priority has been on redeploying my team and leaving the business in the best possible position to support its next chapter of growth,” she said in a statement to Mumbrella.
“I am incredibly proud of the work the team and I have delivered over the past 2.5+ years … I leave Endeavour Group with the utmost respect and look back on my chapter there with nothing but fondness,” she added.
Dally was with Endeavour Group for the past two years, starting out as general manager of marketing – creative. She has also held stints as general manager at Thinkerbell and managing partner at VML.
Under her guidance at Endeavour Group, she delivered cost efficiencies, designed a new operation model with creative agency partner BMF, and even delivered a new creative technology company in Plus Also Studios.
Dally also brought the Better Briefs training programs to life and headed up new brand platforms, including ‘Nobody Beats’ for Dan Murphy’s and ‘Here For It’ for BWS.
“Retrenchment isn’t personal, it’s business. However, the prevalence of what many are referring to as ‘quiet redundancies’, particularly for senior marketers right now is rife,” she said.
“By supporting one another, we can learn and grow together, shifting the narrative around retrenchment for everyone. I want to thank the many incredible senior industry leaders for supporting me on my journey, you know who you are.
“For now, I remain focused on using commercial creativity to drive demonstrable growth for businesses. I have already been fortunate to work with multiple brands and agencies in the brief time since my departure from Endeavour. I am exploring new opportunities and am excited about what lies ahead”.
These cuts follow the departure of Matt Zimmerman, who was Endeavour’s former head of Loyalty pub+. Zimmerman’s team and other areas across the group were similarly restructured.
“A few weeks ago, a significant number of talented individuals, including myself, were impacted by the restructuring of the pub+ product team and other areas across Endeavour Group,” Zimmerman shared on a post to LinkedIn.
“These individuals are not only amazing human beings but also possess outstanding talent and expertise in their respective fields, from product management to technology and beyond. My goal is to help showcase their skills and connect them with new opportunities. If you’re looking for passionate, skilled professionals, please keep an eye on my feed,” he added.
Endeavour Group has overseen several other senior leadership changes over the past 12 months, including the departure of chief marketing officer Jo Rose last November.
In a statement shared by Endeavour, the group confirmed that Rose will exit after “the second quarter of the next calendar year”, following a three-year stint. According to her LinkedIn, she finished in March. Josie Brown, GM of marketing for BWS and former Tennis Australia CMO, assumed her role in the interim.
It also recently announced the appointment of a new CEO and MD in Jayne Hrdlicka, former Virgin Australia CEO. Starting on January 1, 2026, pending regulatory approvals, Hrdlicka is taking on the role from Steve Donohue, who departed earlier this year.
In its full-year results, the group also said a “strategy refresh” will be underway upon Hrdlicka’s arrival: “We will continue to prioritise operating efficiency and cost savings.”
