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Uber APAC CMO's Shift to Pet E-commerce Signals Customer-Centric Growth Focus
Former Uber Asia Pacific CMO, Andy Morley, has transitioned to Pet Circle as Chief Customer Officer, overseeing product, brand, and media strategy. This move highlights a growing emphasis on integrated customer experience in the e-commerce sector, attracting top-tier marketing talent from established digital platforms.
What Happened
- •Andy Morley, formerly Uber's Chief Marketing Officer for Asia Pacific, has moved to Pet Circle.
- •He assumes the role of Chief Customer Officer at the e-commerce pet supplies retailer.
- •Morley will be responsible for customer strategy across product, brand, and media.
- •Pet Circle is a venture capital-backed online platform.
- •Morley departed Uber in November 2025 after nearly a decade with the company.
- •The appointment was announced on 9 April 2026 by Mumbrella.
Why It Matters for NZ Marketers
- •This leadership move indicates that high-growth e-commerce platforms, like Pet Circle, are now attracting top-tier talent from global digital giants, a trend NZ marketers should watch.
- •It underscores the increasing importance of a unified customer strategy across all touchpoints, which is crucial for NZ brands competing in a crowded digital landscape.
- •For NZ e-commerce businesses, this signals a need to invest in customer experience leadership to drive sustainable growth and differentiate.
- •The focus on 'customer strategy across product, brand, and media' highlights a shift away from siloed marketing functions towards holistic customer journey ownership.
- •It reinforces the competitive pressure on traditional retailers in NZ as specialised online players bolster their strategic capabilities.
Strategic Implications
- •NZ marketers should evaluate their organisational structures to ensure customer experience is centrally led, not fragmented across departments.
- •Consider the strategic value of hiring leaders with deep digital and customer journey expertise, even if their industry background is different.
- •Prioritise integrating product development with brand messaging and media strategy to create a seamless customer experience.
- •Invest in data analytics to understand the entire customer lifecycle, enabling informed decisions across product, brand, and media.
- •For challenger brands, attracting such talent can be a key differentiator against larger, slower-moving incumbents.
Future Trend Signals
- •The Chief Customer Officer role will become increasingly prevalent, merging traditional marketing, product, and customer service functions.
- •E-commerce platforms will continue to be a magnet for senior marketing talent seeking to build integrated customer strategies.
- •Expect a greater emphasis on customer lifetime value (CLV) driven by holistic customer experience rather than transactional marketing.
- •The pet care industry, particularly online, is poised for continued growth and innovation, attracting significant investment and talent.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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