Meyer to leave The Iconic after more than five years as CMO

Chief marketing officer is relocating to Canada for a new chief customer officer post

Alexander Meyer
Alexander Meyer

The Iconic’s chief marketing officer, Alexander Meyer, is calling it a day at the Australian online retailer and relocating to Canada to take up a new role with digital retailer, The Bay.  

Meyer has been the CMO of The Iconic for five-and-a-half years, a role that’s seen him twice listed in the top five of CMO50 of Australia’s most innovative and effective marketing leaders.    

Prior to coming to Australia, Meyer was based in Germany, working as marketing chief for community platform, Hubrick. His professional experiences also include senior marketing, sales and business development roles with adidas International and VF International across Europe, along with four-and-a-half years running his own branding agency.  

Meyer is now moving his family to Canada to take up the chief customer officer’s post at The Bay, a digital spin-off formed by department store giant, Hudson’s Bay Company. Meyer described The Bay as the “oldest new young startup” in the world. The company’s president and CEO is Iain Nairn, who was previously CEO of Kikki.K and David Jones as well as chairman of Aquila in Australia.   

The Iconic CEO, Erica Berchtold, told CMO Meyer has been an invaluable member of the executive team as well as marketing leader, playing a strategic and important role in the business’ scaling up and rapid growth. His official last day is 18 November.  

“It is during his time with us that we have moved from being a disruptor in the retail space to a permanent force in the retail landscape that is redefining the future of shopping,” she said. “We thank Alex for his time with us and the role he played in building The Iconic into what it is today and wish him and his family the best in Canada.”   

Over the past two years, Meyer’s list of achievements includes spearheading a single customer view project, business-wide brand repositioning, driving new sustainability initiatives, an overhaul of marketing efficiency measurement, a raft of innovative marketing campaigns and activations and rapid growth of the retailer’s sports products offerings.  

“Alex has reached many milestones and achievements as CMO of The Iconic it’s impossible to go through each one,” Berchtold commented. “He’s never shy in pushing the boundaries and bringing incredible, unique experiences and narratives to life - from the Summer Show to sustainability initiatives like our Considered launch and launch of Sneaker Hub.  

“Alex also led the creation of a single customer view, implemented a company-wide customer persona project, as well as predictive customer lifetime value projects – the list goes on.”  

The Iconic has now commenced the search for a replacement, with plans to announce the new c-suite leader in early 2022. Berchtold said the group’s “very strong executive and marketing team” will hold the fort in the interim.  

Hear more: Conversations over a cuppa with CMO: The Iconic's Alexander Meyer

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