The Iconic has furthered its customer-obsessed position, appointing Dean Chadwick as its first chief customer officer.
The new role replaces The Iconic's chief marketing officer position and instead combines the marketing and product departments.
This will see Chadwick lead the product and marketing teams, placing a heightened focus on customer centrality.
Prior to his role at The Iconic, Chadwick held customer-focused positions throughout his career in both Australia and the UK, most recently serving as interim CEO of Virgin Australia’s Velocity Frequent Flyer program.
Before his position at Virgin Australia, Chadwick served 14 years at American Express.
The Iconic CEO Erica Berchtold said the new position will help the business advance its offering into the future.
"After a decade of operation, The Iconic is well and truly part of the fabric of Australian and New Zealand life, particularly after the last two years where shoppers across the country have come to rely on our unparalleled assortment and outstanding delivery proposition.
"While we’ll always be proud of our start-up roots, we are a business that is scaling rapidly in a landscape that is constantly shifting, so we needed to rethink our internal structure to set ourselves up for a new era of retail.
"The newly created chief customer officer role does exactly that, bringing together our product and marketing functions to further strengthen our commitment to deliver seamless and inspiring customer experiences, while continuing to define the future of shopping in ANZ.
"With extensive experience in customer-centric leadership roles and a sharp ability to anticipate the needs and wants of customers now and into the future, I am delighted to welcome Dean to the team as he takes up this pivotal position within our business," she said.
Chadwick's appointment follows significant investment by the eTailer into new categories including home and beauty, marketing campaigns and delivery options.
Speaking on his appointment, Chadwick said he is excited to bring his experience with customer loyalty to the eTailer.
"The Iconic has been a business I have long admired.
"Within the industry, The Iconic is renowned for its steadfast commitment to being customer-first, but it wasn’t until I met the team that I really understood exactly how 'customer obsessed' it truly is.
"Every single business decision is made with the shopper in mind, which makes the chief customer officer position incredibly exciting.
"I look forward to bringing my customer loyalty experience to the role as we work to further actualise the future of shopping," he said.
Chadwick's appointment follows the announcement that The Iconic's chief operating officer, Anna Lee, will step down in June.