From CFO to Chief Customer Officer: How a Wesfarmers exec handbraked finance career to become mycar’s CCO, dumped and relaunched a new brand and end-to-end CX remap – using a reinvented creative agency for CX and media

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A former Wesfarmers CFO, of all people, led the cull of the Kmart Tyre & Auto brand after 50 years in market but took on the challenge to rebuild as mycar's Chief Customer Officer, tasking a creative agency, TBWA, with full service CX, media and brand transformation. It worked: sales are up 23 per cent, at least since 2020. Now under Adele Coswello mycar is positioning for another major transition – electric vehicles – while bidding to steal share from free-spending pure-play rivals such as Bob Jane T-Marts and Ultra Tune. It's dropped a retail, up-sell focus and gone all out for 'people first’ and building pop-up stores next to shopping centres, putting vans on the road to deliver mobile services, while putting tech into its garages that give customers a stream of their cars' vital signs – and what's being done to keep them healthy. Meanwhile TBWA chief Paul Bradbury says moving into CX and media and taking on the consulting giants is the shape of things to come.

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