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How Rip Curl’s new CX and data chief is planning his experience attack

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Mike Scott

Addressing inconsistencies across customer engagement channels, harnessing data for decision making and making the most of the renaissance in surfing are all in the sights of Rip Curl’s first CX and data chief.

Michael Scott took up the newly created chief customer experience and data officer role at the Australian surfing products manufacturing and retail brand in December and reports directly to Rip Curl CEO, Michael Daly. The role follows a nearly two-year stint as chief brand and marketing of app-based Australian fitness offering, Sweat, where Scott was responsible for a host of initiatives that resulted in a 52 per cent increase in paying member growth. The role saw Scott recognised in the 2020 edition of the CMO50 list.

Prior to this, Scott built his marketing and CX credentials through roles including chief brand, marketing and loyalty officer for Myer; GM of brand strategy, marketing and media at Virgin Australia; director of brand marketing and category for Nike across the Pacific region; and head of marketing for McDonalds in the UK.

Scott told CMO the new role and team will actively partner across the Rip Curl business to drive improvements to the end-to-end experience off the back of significant growth in surfing and acceleration of ecommerce over the past 12 months.

“Rip Curl historically was a wholesale business, which grew very rapidly into retail, then grew as quickly into a digital business. Like most businesses and brands, this digital growth has accelerated during COVID,” he explained.  



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