A sweeping program of cuts at Endeavour Group has significantly impacted its marketing team, leading to the departure of general manager of marketing and creative, Katie Dally, among others. The ASX-listed company, known for owning prominent brands such as Dan Murphy’s and BWS, has initiated these cuts as part of a broader company restructure following a decrease in profits for the fiscal year 2025.
The announcement comes after Endeavour Group reported a net profit of $426 million for FY25, marking a 15.8% decline compared to the previous year. While the company’s core retail liquor businesses experienced a 1.2% drop in sales, totaling $9.95 billion, online sales saw a 7% increase, now accounting for 8.7% of total retail revenue. The restructuring, flagged as a “key initiative” during the group’s full-year presentation in August, has resulted in $16 million in restructuring costs, affecting numerous roles within the organization.
Impact on Marketing and Leadership Changes
Katie Dally confirmed her exit from Endeavour Group, stating, “I can confirm that I recently departed Endeavour Group as part of a company-wide restructure. My priority has been on redeploying my team and leaving the business in the best possible position to support its next chapter of growth.” Under her leadership, the marketing team achieved significant cost efficiencies and introduced innovative initiatives, including a new creative operation model with agency partner BMF and the establishment of Plus Also Studios.
Her departure is part of a broader trend of leadership changes within Endeavour Group over the past year. Notably, the company announced the upcoming appointment of Jayne Hrdlicka, former CEO of Virgin Australia, as the new CEO and MD, effective January 1, 2026. This follows the exit of former CEO Steve Donohue earlier this year. Additionally, Jo Rose, the former chief marketing officer, left her position in March after a three-year tenure.
Industry Trends and Future Outlook
The move represents a response to shifting market dynamics and internal challenges. According to Dally, “Retrenchment isn’t personal, it’s business. However, the prevalence of what many are referring to as ‘quiet redundancies’, particularly for senior marketers right now, is rife.” She also highlighted data from the Australian Bureau of Statistics, indicating an upward trend in retrenchment across the country, exacerbated by the accelerating impact of AI on the industry.
“We need to do more to reduce the stigma and shame as an industry,” Dally emphasized, advocating for a supportive environment that fosters growth and learning amidst these changes.
Meanwhile, Endeavour Group is preparing for a “strategy refresh” upon Hrdlicka’s arrival, with a continued focus on operating efficiency and cost savings. This strategic shift aims to navigate the challenges posed by the current economic landscape and position the company for future growth.
Looking Ahead
As Endeavour Group navigates these transitions, the broader implications for the industry remain significant. The restructuring efforts underscore the necessity for companies to adapt to evolving market conditions and technological advancements. For Dally, the next steps involve exploring new opportunities and leveraging her expertise in commercial creativity to drive growth for other businesses.
Mumbrella has reached out to Endeavour Group for further comments on the restructuring and its impact on the company’s future direction. As the industry continues to evolve, the experiences and insights from these changes will likely shape the strategies of other companies facing similar challenges.
