eHarmony’s marketing director for Australia, Nicole McInnes, is leaving the company after just over a year.
McInnes is leaving to join Australian supermarket chain Woolworths.
The marketing executive will be the head of marketing at Woolworths’ new digital division WooliesX.
WooliesX is a new business that combines the supermarket giant’s digital, e-commerce, data and customer divisions into one entity.
Speaking about the opportunity, McInnes told Mumbrella: “I’m thrilled to be joining WooliesX at such a pivotal time, and I’m looking forward to applying my digital and brand experience to this exciting new division of Woolworths”.
Nicole McInnes joined eHarmony from Pandora in May 2016, where she was the marketing director for Australia and New Zealand.
She oversaw all eHarmony’s marketing efforts in Australia across TV & radio, as well as online — PPC, SEO, Affiliates, Display, Online Video, Mobile — as well as brand & creative and CRM.
During this time, eHarmony repositioned its brand, creating the “Spark” campaign which sought to distance eHarmony from more disposable dating services and play up its measured matching process.
Over this period, eHarmony also improved its month-on-month subscriber growth rate by 16 points, and increased conversion by 5% through new credit card back promotion tests.
Read more about the Spark campaign here.