Myer has appointed former Coles chief customer officer Amanda McVay to lead its customer division, succeeding Geoff Ikin, who joins Medibank on November 14. McVay, previously with Coles, Meijer, and Target, brings extensive marketing and digital experience as Myer continues restructuring after its $864 million merger with Premier Apparel Brands.
Australian department store giant Myer has announced the appointment of Amanda McVay, former chief customer officer at Coles, to head its customer division. The leadership change follows the departure of Geoff Ikin, who will leave the retailer on November 14 to join Medibank.
McVay, a seasoned retail and marketing executive, brings extensive experience across customer engagement, loyalty, and digital transformation. She exited Coles in May 2024, amid a strategic restructuring of its marketing, retail, and retail media operations. During her tenure at the supermarket chain, she oversaw major portfolios including marketing, media, customer data, loyalty programs, and retail media, and also served as a director on the Flybuys board — one of Australia’s largest loyalty programs.
Before her time at Coles, McVay spent more than a decade with Meijer, a leading U.S. retailer, where she held the position of Group Vice President of Marketing and Digital. Her earlier career included nine years at Target in the U.S., where she led several brand and marketing initiatives that strengthened customer relationships in a competitive retail landscape.
McVay’s appointment comes at a pivotal time for Myer, which is continuing to evolve its business model following its $864 million merger with Premier Apparel Brands in 2024. The merger brought together an extensive portfolio that includes Just Jeans, Dotti, Jay Jays, Portmans, and Jacqui E, reshaping Myer’s position in the Australian fashion and lifestyle retail market.
The leadership reshuffle at Myer extends beyond McVay’s appointment. Teresa Rendo, Managing Director of Premier Apparel Brands, has also announced her resignation, effective in 2026. The company has already begun the process of recruiting a new leader to guide the merged business into its next phase.
In an internal statement shared with media, Myer chair Olivia Wirth welcomed McVay’s arrival, highlighting her customer-centric leadership and digital marketing expertise.
“We are delighted to welcome Amanda to Myer,” Wirth said. “Her deep understanding of customer engagement, data-driven marketing, and brand transformation will be invaluable as we continue to strengthen Myer’s position in an increasingly competitive retail environment. We also thank Geoff Ikin for his contributions to Myer over the last seven years and wish him all the very best for his next chapter.”
Ikin, who joined Myer in 2017, played a key role in revitalising the brand’s marketing and loyalty strategy, including the expansion of the Myer One program and several major campaigns that reconnected the retailer with younger shoppers. His move to Medibank signals a shift toward the health and wellness sector — an area that has seen significant crossover with retail in recent years.
McVay’s leadership is expected to bring a renewed focus on customer experience, digital engagement, and data-driven growth. Industry observers note that her background at Coles and Meijer positions her to bridge the gap between traditional department store operations and modern omnichannel retail experiences.
The timing of her appointment also aligns with Myer’s efforts to adapt to changing consumer behavior, particularly as shoppers increasingly blend online and in-store experiences. With the company’s recent merger expanding its fashion footprint, McVay’s expertise in customer loyalty and retail media could play a key role in integrating diverse brand audiences under a unified customer strategy.
As Myer approaches its 2026 leadership transition, the company appears focused on consolidating its retail ecosystem — balancing heritage with innovation, and department-store tradition with digital transformation.
McVay is expected to officially assume her new role at Myer in mid-November, shortly after Ikin’s departure, marking the start of a new chapter for the 123-year-old Australian retailer.
