Vanessa Brennan

Mocka is a ‘pureplay’ furniture retail business that was acquired by the Adairs Group in November 2019. Mocka operates in New Zealand and Australia and designs in-house affordable, quality ‘flat pack’ furniture. Mocka is a direct to consumer business. My remit as CEO was to build the business for next phase of growth including developing and growing team capabilities, growing customer base, driving operational efficiencies, improving margin, building private label product range, defining, and implementing ‘omni channel’ ecosystem transformation, expanding the business distribution channels, building brand awareness, building a cost efficient and reliable supply chain, and ultimately growing market share. This has been a turnaround and within 2 years I have built the retail foundations within the business and delivered initiatives that have set the business up for next phase of growth. Achievements: • Successfully built capability set and retail operational fitness within the business • Growth in top line sales and delivered product architecture and margin growth strategy that has delivered gross margin increase of +500 bp • Implementation of a reliable international and domestic supply chain with substantial cost savings delivered. Drastic improvement in delivery timeline to customers. Improved efficiency and operating model in combined 3PL and owner occupied WHS • Enhanced Customer Service offer and implemented integrated CS channel access for customers. Results customer first response reduced from weeks to hours • Implemented inventory management plan to remove underperforming stock and right size inventory for the business – resulted in 38% reduction in inventory • Driven ecommerce marketing plan into the business to improve customer experience and offer on-site which has resulted in double digit increase in average order value and improved conversion • Designed and built ‘omni channel’ ecosystem roadmap and drove implementation

I was invited back to PwC by the COO to lead and implement the organisation's own transformation agenda. As part of my remit, I played a key role in building new ESG "go-to-market capability," which became a key transformational agenda. Achievements: • Successfully delivered internal operational changes across the 3 business divisions • Implementation key ‘go to market’ offer for ESG team • Identified cost saving and efficiency efficiencies within the group

Appointed by Board & CEO MHJ to lead the group customer + digital transformation, evolve their digital offering and transform their sales growth for $500M+ company with 300+ stores globally and over 3000 staff. The impact of the business transformation and digital innovation is best demonstrated in the organisations FY21H1 results with group same store sales up 6.2% and 80% + increase in NPAT and gross margin increased by 200 bps to 62.7% on prior year. Role encompassed: Customer led + Digital Business Transformation Strategy Development Implementation Driving Operational Efficiencies Brand Revitalisation Product Design, Innovation & Manufacturing Inventory & Margin Management Pricing Architecture & Strategy ESG Strategy & Implementation Loyalty Strategy & Program Design CRM & Data & Analytics Omni Channel Strategy & Implementation Store Experience & Design Corporate & Change Leadership Delivering Shareholder Value Leading Customer Focused Culture Financial Management

Joined the consultancy arm to drive business growth opportunities through customer centered transformational projects across key listed and private Australian brands within retail, finance, government, utilities and health category sectors. Key client was Michael Hill Jewellers since January 2017

Recruited with the remit to ‘reinvent’ the Queensland business, Grew the business to deliver double digit profitability as well as achieve Number 1 advertising agency ranking within the Queensland market: Redefined agency service model to move to partnership-based model Built a full service omni-channel agency to support clients on their digital transformation Launched CRM service model to assist clients in building customer lifetime value Developed and implemented Brand Strategy consulting model within the agency to meet client’s needs to be customer led Built ‘best in breed’ integrated agency team and returned agency to Number 1 position in market

Invite to join national pharmacy chain to transform the business to customer led operation. Terry White Chemists (now Terry White Chemmart) is a top 10 retailer in Australia with 300+ stores and a turnover in excess of $1 billion and staff of 5000+. Highlights: Successfully developed and implemented ‘Real Time’ Loyalty Program Developed and implemented successful supplier affiliate program Successfully developed and implemented brand repositioning strategy resulting in increase in brand awareness to 92% nationally Developed & launched private label product range which delivered 10% increase in revenue Implementation retail pricing strategy that resulted in increased sales across key value lines and within key categories sales growth exceeding 26%+ move in share

Tasked with building the new agency model nationally. Played an instrumental role in the growth and development of the agency nationally to doubled turnover and profit margin. Successfully developed and launch Velocity Tiering Program and affiliate program to the market for core client Virgin Blue Successfully developed Stockland Prospect Engagement and Acquisition program delivering 3 x ROI on sales Developed and launched ‘Best Job in the World Campaign’ delivered 10 x multiple in revenue to Tourism Queensland