Sam Hegg joins Bunnings as head of retail media

Sam Hegg is joining Bunnings as head of retail media.

He joins the household and hardware company from Redworks and Coles 360, where he was head of strategy and planning for almost three years.

Hegg shared the news in a LinkedIn post; he wrote: "Excited to announce that I started at Bunnings this week, joining the iconic business as head of retail media. Such a great opportunity to work with Justine Mills (Bunnings' general manager marketing) and the team to build something really compelling for brands.

He thanked the Redworks and Coles teams and called it his tenure with them: "Some of the most rewarding and enjoyable years of my career."

Damian Zahra, chief people officer of Bunnings, told Mediaweek: "We're looking forward to Sam joining our team as Head of Retail Media as we build out our retail media offering to help deliver the best experience for our customers and suppliers."

Heggs departure from Redworks and Coles 360 comes after the launch of its partnership with Qsic, a leading audio retail media platform, to bring AI-driven in-store audio to Coles Liquor stores, offering supplier brands an innovative way to connect with customers earlier this month.

Qsic’s advanced platform will leverage Coles Liquor’s data, including transactional data, loyalty insights and stock inventory to optimise the in-store audio experience. By analysing product demand cycles, Qsic dynamically places advertisements during peak demand periods to maximise performance and revenue growth.

“Our pioneering audio platform extends Coles 360’s reach into the in-store environment, delivering highly relevant and localised ads at the point of purchase, while also enhancing the overall shopping experience," Ben Dixon, head of retail media & partnerships at Qsic.

"Retail partners using Qsic have seen an average sales quantity increase of 11%+ and a sales lift of 14%+; this is also not the ceiling by any means. By leveraging Coles Liquor’s data to fuel our in-store audio algorithm, we’re positioned to help brands drive sales, improve shopper engagement, and minimise wasted ad spend. These capabilities are truly game changing for any brand investing in retail media."

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Top image: Sam Hegg

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