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Australia’s Cashrewards appoints former Woolworths Supermarkets General Manager as CMO

Steven Cuda

Australia – Rewards platform Cashrewards has appointed Steve Cuda, former general manager for digital, media, and data of Woolworths Supermarkets’ eCommerce and customer loyalty division WooliesX, as its newest Chief Product and Marketing Officer.

The company said that Cuda joins Cashrewards at a time when it is experiencing a significant increase in both membership and engagement as more customers turn to online options to save money.

The platform mainly offers cashback for every customers’ purchase on a broad range of products from tech, health and beauty, alcohol, and sports as well as items on different marketplaces such as Target and eBay.

Cuda started in the Bella Vista-headquartered parent company Woolworths in 2015. Two years after, he was moved to WooliesX where he spearheaded Woolworths’ digital media capabilities, where he introduced data-driven personalization.

Cuda was responsible for Woolworths’ marketing technology capabilities that underpin the company’s personalized omnichannel customer experiences as well as launching numerous products such as the In-Store Rewards Hub, the Everyday Rewards App, and the successful integration of Woolworths’ loyalty card into Apple Wallet.

Cuda also presided over the growth of the company’s loyalty program Everyday Rewards, making it one of the country’s largest, with more than 12 million members.

Prior to joining Woolworths, Cuda was head of membership and marketing at insurance company NRMA.

Cashrewards’ CEO Bernard Wilson said the company’s ability to attract an executive of Cuda’s caliber was a testament to Cashrewards’ progress to date.

“Steve’s proven track record across loyalty, digital marketing and retail is first-class. He has played an instrumental role in establishing a world-class digital and data division at Woolworths to drive extraordinary customer and supplier outcomes along with business growth across both physical and digital banners. Steve has a truly unique mix of marketing acumen, product leadership, and people management skills. He is, without doubt, the perfect person to lead our product and marketing team, and will have an enormous contribution to our business,” said Wilson.

Meanwhile, as he joins the company, Cuda thinks that Cashrewards’ consumer proposition is both compelling and simple, in that it gives people a very easy way to save money with no strings attached.

“From a retailer’s perspective, Cashrewards brings additional sales and customers who are highly engaged because of their experience with Cashrewards. I know the value of a business that can support a genuine three-way win for consumers, brands, and the business itself. Cashrewards is such an opportunity, and I am delighted to join the growing team to continue the positive momentum,” he said.

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