Endeavour Group – the owner of Dan Murphy’s, BWS and ALH Hotels – has created a powerful new customer role and handed it to a seasoned airline executive.

On 11 November 2025, Endeavour announced that Catriona Larritt has been appointed to the newly created role of Chief Customer Officer, effective 27 January 2026.

The company describes the role very clearly: it will integrate Marketing, Customer Insights, Digital, eCommerce, Data & AI and Loyalty to strengthen Endeavour’s refreshed customer strategy and focus. In practice, that means one executive will now sit over how Endeavour shows up in mass media, in its apps and websites, in its loyalty programs and in how it uses customer data day to day.

Endeavour is not a small canvas. It runs Australia’s largest retail drinks network and the largest portfolio of licensed hospitality venues, with more than 2,000 stores and venues and roughly 200 million customer interactions a year across physical and digital channels. When you join all of that up under “customer”, the potential impact on loyalty is huge.

Catriona Larritt’s background

Larritt joins Endeavour from Qantas, where she served as Chief Customer and Digital Officer. In that role she led a major change and transformation agenda focused on leveraging data, insights and technology to create a customer-centric ecosystem and elevated omnichannel experience.

Her departure from Qantas was confirmed in a 2025 leadership restructure, with her responsibilities redistributed across the executive team as the airline created new technology and transformation roles. Endeavour is effectively picking up an executive who has already been doing end-to-end customer work at national scale and dropping her into a business with high visit frequency and strong local brands.

Why this matters for loyalty and everyday customers

From a loyalty perspective, Endeavour is quietly building exactly the kind of setup many retailers talk about: one owner for the full customer system – brand, data, digital, AI and loyalty.

My read is that Larritt’s airline experience will translate into:

• more joined-up thinking between pubs, bottle shops and digital,

• better use of first-party data and AI to personalise offers and experiences, and

• a clearer view of how loyalty programs actually drive visit frequency and spend, not just points balances.

For our readers, this is a great example of a tier-one Australian consumer group treating “customer” as a C-suite job in its own right. If Endeavour executes well, Catriona Larritt’s role could become a case study in turning a big, multi-brand portfolio into a more coherent, data-driven customer ecosystem.