Myer has just made a very “on brand” move for anyone who thinks loyalty, data and retail media now sit at the centre of retail strategy.
On 30 October 2025, Myer Group confirmed that Amanda McVay will become its new Chief Customer Officer, taking over leadership of the customer division “in a few weeks’ time” following the resignation of Geoff Ikin, who leaves for Medibank in mid-November.
The role sits over Myer’s customer-facing engines – historically things like online, marketing, brand, MYER one, communications and media – effectively owning how the department store shows up to shoppers and members.
Who is Amanda McVay?
McVay is best known in Australia for her recent stint as Chief Customer Officer at Coles, a role she took on in 2023 when Coles retired the CMO title and wrapped marketing, brand, customer communication, data, loyalty and retail media (Coles 360) under a single customer remit.
She left Coles in May 2025 after a major restructure that created a new “chief customer and digital officer” role combining in-store retail, digital and retail media.
Before moving to Australia, McVay spent more than two decades in US retail across Meijer and Target, holding senior roles in marketing, digital, merchandising and commercial buying. Across those roles she has led e-commerce, loyalty, marketing, data analytics and retail media teams, and served as a director on the Flybuys board, one of Australia’s largest coalition loyalty programs.
Myer’s executive chair Olivia Wirth called her “an accomplished senior executive and leader with more than 23 years’ experience in large retail organisations… where she has led e-commerce, loyalty, marketing, data analytics and commercial buying teams,” and noted that McVay and her family are now settled in Melbourne.
Why this matters for loyalty and Myer one
From a loyaltyandcustomers.com lens, this appointment is fascinating.
Myer sits on top of MYER one, a long-running loyalty program in a market now buzzing with retail media and first-party data plays. McVay is coming straight from a gig where she had loyalty, retail media and customer data in one portfolio at Coles, and she’s already lived the coalition side via Flybuys.
Our read is that Myer isn’t just filling a vacancy; it’s doubling down on turning its customer division into a single commercial engine that connects MYER one, media, data and merchandising. If that happens, we’ll likely see:
- sharper use of member data in ranging and offers
- more visible integration between MYER one and brand campaigns
- and possibly a stronger retail media proposition wrapped around its customer base.
For a “tier one-and-a-half” Australian brand trying to reinvent the department store, Amanda McVay in the CCO seat is exactly the kind of appointment that could move the needle on customer value, not just awareness.
Chintan is the Founder and Editor of Loyalty & Customers.
- Chintan Bharwadahttps://loyaltyandcustomers.com/author/chintan/
- Chintan Bharwadahttps://loyaltyandcustomers.com/author/chintan/
- Chintan Bharwadahttps://loyaltyandcustomers.com/author/chintan/
- Chintan Bharwadahttps://loyaltyandcustomers.com/author/chintan/
