Woolworths Group has appointed Michael Laxton as interim chief marketing officer following the departure of Andrew Hicks, who is relocating to the UK to join Marks & Spencer as marketing director for its food division.

The appointment highlights the growing trend of interim leadership arrangements in major retailers as companies navigate executive transitions while maintaining operational continuity. Laxton, who has served as director of group marketing practice at Woolworths for two and a half years, will oversee the marketing function while the company conducts a formal recruitment process for a permanent replacement.

Strategic interim appointment

The transition management approach reflects Woolworths' commitment to maintaining marketing momentum during a critical period for the Australian retail giant. Laxton brings extensive experience across the grocery duopoly, having previously served as general manager of brand, digital and design at rival Coles for 18 months.

His career trajectory through Australia's retail sector positions him well for the interim role. Before joining Woolworths in September 2021 as director of brand and marketing for Everyday Rewards, Laxton held senior marketing positions at Fairfax Media, where he progressed from director of marketing and customer growth to chief marketing officer.

Hicks legacy and transformation

Hicks' departure marks the end of a significant tenure that spanned five years in the CMO role and 17 years with the company overall. His leadership coincided with substantial business transformation initiatives across the Woolworths portfolio, including the expansion of Dan Murphy's from 80 to over 200 stores, the launch of e-commerce capabilities, and the repositioning of BWS with the "Today's Special" campaign.

The outgoing executive oversaw the "That's Why I Pick Woolies" brand transformation, the establishment of Cartology advertising technology platform, and guided marketing strategy through the Covid-19 pandemic. His tenure also included the relaunch of Woolworths New Zealand operations and community initiatives such as Free Fruit for Kids.

"Taking carriage of some of Australia and New Zealand's most valuable and loved brands has been a career highlight," Hicks wrote in a LinkedIn post announcing his departure. "I couldn't be more proud at what our team achieved together."

M&S strategic hire

Hicks' move to M&S represents part of what the British retailer describes as "a series of planned moves and new hires" as it seeks to strengthen its food division. The appointment signals M&S's commitment to enhancing its marketing capabilities in the competitive UK grocery market.

The timing of the transition, first reported by B&T in February, demonstrates the extended planning horizons typical of senior executive movements between major retailers. Such succession planning allows companies to manage knowledge transfer and maintain strategic continuity.

Interim leadership model

Woolworths' decision to appoint an internal candidate as interim leader rather than rushing to fill the permanent position reflects modern succession planning best practices. This approach provides time for thorough candidate evaluation while leveraging existing institutional knowledge and relationships.

The strategy is particularly relevant in marketing roles, where brand consistency and campaign continuity are crucial. Laxton's familiarity with Woolworths' marketing ecosystem, customer base, and strategic initiatives positions him to maintain momentum while the search for a permanent successor proceeds.

Industry observers note that interim executive appointments have become increasingly sophisticated, with companies recognising the value of experienced interim leaders who can drive performance while permanent succession planning unfolds.

The appointment comes as Australian retailers face evolving consumer behaviours, intensified competition, and ongoing digital transformation pressures, making stable marketing leadership essential for maintaining market position and customer engagement.

Source: B&T, original reporting by Aimee Edwards