Coles Liquor announces changes to leadership and operating model

October 11, 2023
By Melissa Parker

Coles Liquor is changing its business structure and announcing changes to its leadership as the business moves to a ‘Buy by Category, Sell by Banner’ operating model.

In an effort to better understand its business and based on feedback from team members, customers and suppliers, Coles Liquor has reviewed its strategy and leadership roles.

Coles Liquor says the findings have led it to re-evaluate the next phase of growth to clearly differentiate customer value propositions across its three liquor retail banners – Liquorland, First Choice and Vintage Cellars.

Effective 16th October, Michael Bornholdt will be Head of First Choice Liquor Market, and Carmen Fellows will be Head of Vintage Cellars, while the appointment of Head of Liquorland will be announced in due course. 

Chris Tabois, General Manager, Commercial, says it is so, “We have greater simplicity in how we buy, differentiation in how we sell and clarity for our teams on where work is performed.”

“The recent changes that have been implemented will enable us to deliver our vision to be a simpler, more accessible and locally relevant drinks specialist. 

“The changes create greater simplicity in how we buy and differentiation in how we sell across Liquorland, First Choice Liquor Market and Vintage Cellars. They are designed to build on the category model that has served us well with our suppliers and customers to ensure that our growth continues into the future.” 

The Coles Liquor structural changes are:

  • Strengthening its buying capability through the integration of Vintage Cellars and Local teams into existing category teams led by the respective BCM’s; Sophie Went, James Kelly and Nick McArdle.
  • Creating three banner teams to drive banner differentiation.
  • Consolidating several teams across Commercial and Customer to form a central team focused on the enablement of the banner and category structures.

As a result of this change, Ed Scully, BCM Vintage Cellars, will step down from his role at Coles Liquor at the end of the year to pursue other opportunities.

Scully will support this transition period by acting as the Head of Commercial Growth Strategy and Enablement position, reporting to Chris Tabois until Coles appoint someone for the position. 

“These changes are an evolution of our current ways of working. They are designed to build on the category model that has served us well with our suppliers and customers to ensure that our growth continues into the future,” said Tabois.

The updated Coles Liquor Contacts can be found Coles Liquor Contacts | coles supplier central.

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