Retail marketing executive is ready to work for wool

Terry Sim, October 13, 2021

David Jones general manager of marketing, Georgia Hack.

ASPIRING Australian Wool Innovation director Georgia Hack believes her marketing experience and retail knowledge will be valuable for promoting wool internationally and underpinning pricing for growers’ clips.

The David Jones general manager of marketing is the AWI board nomination committee’s number one pick in the 2021 election.

Ms Hack told Sheep Central she was not encouraged by anyone at AWI to nominate, but approached by an international search company to gauge her interest.

“I have nominated to join the AWI board to contribute my knowledge and skills in marketing and retailing to one of Australia’s most important textile exports,” she said.

“I am eager to learn more about the wool industry and provide a retail and marketing industry perspective on how to grow Merino wool demand globally.

“With the consumer shift to more conscious consumption, Australian merino wool’s sustainable attributes are well-positioned to drive future growth and I look forward to being a part of that journey,” Ms Hack said.

Ms Hack said she has for more than 18 years led the marketing function for some of Australia’s most iconic fashion brands — including Witchery and Mimco — and more recently as general manager of marketing for David Jones.

“During this time I have gained experience across all marketing disciplines including marketing strategy, branding, customer segmentation, customer research and insights, media planning and buying, digital marketing, public relations, creative direction and content, customer experience and CRM/loyalty strategies combined with a Masters in Marketing from the Melbourne Business School.

“AWI is focussed on the promotion of wool internationally driving strategies that will underpin pricing for various types of wool, my marketing experience and retail industry knowledge will be valuable to build on these objectives,” she said.

“I also have strong understanding of the global fashion industry along with international networks that will be of value to AWI.”

Ms Hack said if elected she would spend the next few months learning and engaging with stakeholders to ensure she can provide informed recommendations on the marketing of Australian wool.

“In my early research, it seems apparent that a targeted approach in key markets is important to drive growth in China, Europe and USA.

“A continued focus on wool’s sustainable attributes will likely be important to engage the younger consumer who will be luxury’s next generational shopper.”

When asked if she believed there were any aspects in the communications area — either AWI to the market, AWI to the government, or AWI to the growers and trade — that could be improved, Ms Hack said it is crucial for any business to ensure its communications meet the expectations of all stakeholders.

“Given my experience in communications and marketing, I would be interested in learning how I can contribute to this being improved after being elected.”

When asked if she had an opinion on mulesing as a factor in customer acceptance and promotion of wool, Ms Hack said she needed to spend some time understanding the wool industry further before commenting.


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  1. Jim Gordon, October 13, 2021

    Georgia Hack, if you get the opportunity to be a director please don’t get sucked into the self-interest and politics of AWI.
    Remember the poor levy payer is getting bled everyday on wasted projects. Don’t get caught up in your self-interest. Keep asking yourself, am I doing stuff to benefit the levy payer? Put yourself in the levy payers’ shoes, parting with 3, or 5, or 7, or 11 thousand dollars, per year, in levies to AWI. You are not there to benefit AWI.

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