Winc Australia (formerly Staples) has appointed George O’Neil to the newly created role of chief marketing officer.

O’Neil joins Winc from James Hardie Building Products. Prior to this, he had an extensive senior level marketing career at global brands like Procter & Gamble and Unilever.

CEO Darren Fullerton said: “The creation of the chief marketing officer role is a testament to how serious we are about building our fresh new brand and giving our customers the best possible experience when they shop with us online.

“The Winc digital business model is one of the longest and most successful e-commerce businesses across Australia and as part of George’s remit, he will lead a transformation program that will re-invent this and allow us to get closer to our customers than ever before.”

Winc rebranded from Staples earlier this year following its sale to Platinum Equity. The new name, a creative take on ‘work incorporated’,  is part of a wider transformation strategy by Platinum Equity.

At the same time, the company has also launched its latest brand campaign Jeanette: Office Detective, a slapstick and lighthearted look at relatable ‘mysteries’ that happen in the workplace.

The six part series is centered around Jeanette, an office manager, who takes it upon herself to solve everyday challenges – from who ate all the good biscuits to who took all the cutlery from the office kitchen.

The comedy series was formally launched this week with the episodes to be released over January and February 2018. View episode one is below.