Dan Murphy’s appoints Coles’ Alex Freudmann as MD

Dan Murphy’s has appointed Coles executive Alex Freudmann as managing director, in the hope that his expertise in customer experience will help drive sustainable growth.

Freudmann has been the director of Fresh Food at Coles since March 2018 and throughout his career has amassed 20 years’ experience in retail in the UK and Australia, including senior roles at Tesco.

In his new role, he will report to Steve Donohue, managing director of Endeavour Drinks Group, which is owned by Woolworths Group.

“The team at Dan Murphy’s has been working hard at re-establishing sales momentum while also strengthening key foundational areas to better serve changing customer needs,” Donohue said in a statement to Inside Retail on Friday.

“The business has a long history of success with strong customer loyalty, however rapid market changes require us to transform Dan Murphy’s for sustainable long-term growth.”

Donohue said it is an “exciting time” for the business and expects Freudmann’s expertise in leading customer experience initiatives will place him in good stead to drive forward the Dan Murphy’s strategy.

While a start date for Freudmann has yet to be confirmed, Faye Ilhan will continue her interim leadership of the Dan Murphy’s team.

“In a short space of time, Faye has helped the business focus at pace on key priorities to progress the Dan Murphy’s transformation. We have also benefited from her prior knowledge of the Dan Murphy’s business and her expertise in digital innovation from the wider Woolworths Group,” Donohue added.


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