CHE Proximity announces Alex Roper as director of strategy, Melbourne

Alex Roper

• He joins after more than two years as Coles’ head of market strategy and transformation

CHE Proximity has announced Alex Roper as the director of strategy, Melbourne.

He takes on the newly-created role after more than two years as the head of market strategy and transformation for Coles.

Roper helped define and operationalise the marketing strategy for the company.

He helped establish a new unifying idea for the brand, alongside a change program managing a number of marketing technology and marketing agility projects, underpinning Coles strategy.

Before taking on the role with Coles in 2019, he was the head of strategic planning at Clemenger BBDO and as group strategy director for WiTH Collective.

Roper had a long stint at M&C Saatchi Australia as a Group Strategy Director, where he worked with big Australian brands such as Optus and Commonwealth Bank.

Justin Hind, CHE Proximity CEO, said: “I’ve had the pleasure of working with Alex in the past and couldn’t be happier that he’s joining the CHEP team.

‘He’s world class in every respect, super smart, and he’s equally focused on impacting a client’s business as he is with creating groundbreaking creative work. We’re very lucky to have Alex join us in Melbourne and his impact will be felt across our network”.

Roper said of the new position: “Building innovative, strategic ideas and executing them across the whole customer experience in a way that will help a brand stand is brilliantly challenging.

“But from what I’ve seen, CHEP’s unrivalled means and motivation see them dominate in delivering those ideas. I’m excited to be helping CHEP continue to go from strength to strength,” he added.

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