Kate Whitney has joined meal kit subscription company Marley Spoon (ASX: MMM) as its new chief marketing and growth officer for Australia.
Whitney specialises in data-driven marketing while developing strong brand identities for consumer-facing products and subscription services. Her last role was as director of digital marketing for the international wine company Pernod Ricard with a particular focus on building brand loyalty with millennials.
She will oversee all marketing activity in Australia for Marley Spoon and its budget-focused Dinnerly brand. She will also be responsible for the partnership with Woolworths, running cross-platform campaigns and initiatives.
Whitney joins the company as it launches a national advertising campaign for the meal kit brand, as well as the company’s first non-digital campaign for Dinnerly.
MD and co-founder Rolf Weber said Whitney’s hire is “an enormous coup” for the company.
“Her experience of combining data-driven marketing with a consumer, subscription model is almost catered to the meal kit sector, so to have her here to lead our team in Australia is incredibly exciting. Her insight and leadership are going to be invaluable as Marley Spoon prepares for one of our biggest years yet,” Weber said.
Whitney said she’s never worked in a category “so new and full of potential”.
“The meal-kit model reflects the changing consumer habits, but what has really impressed me about Marley Spoon is how they’ve continued to evolve their offering to meet the demands of their customers, with high-quality vegan and vegetarian options and meals that meet the growing demand of dinner being fast, healthy and delicious.”
Whitney starts in Marley Spoon’s Sydney head office on 3 February.
