Endeavour hires Catriona Larritt as chief customer officer in major digital overhaul

Endeavour Group is creating a new chief customer officer role, naming Qantas executive Catriona Larritt to lead marketing, digital, data and loyalty across its portfolio.

Larritt will join the business on 27 January 2026, taking responsibility for a consolidated remit that brings together marketing, customer insights, ecommerce, digital, data, AI and loyalty for the first time. The move is part of a broader leadership restructure as Endeavour implements its refreshed strategy and prepares for its next phase of growth.

The company said Larritt led a major transformation agenda at Qantas centred on data, insight and technology, building a customer-centric ecosystem and elevated omnichannel experience. She also brings deep multi-brand experience, where clarity on consumer behaviour and differentiated brand positions are central to commercial performance.

Joining her team will be Brendan Sweeney, who becomes chief digital and data officer. Sweeney was most recently managing director of Catch and previously led Cotton On’s global ecommerce transformation. He replaces Claire Smith, who will depart after a transition period early next year.

In parallel with the customer and digital restructure, Endeavour has appointed Benjamin Ward as managing director of Dan Murphy’s. Ward comes from Supercheap Auto, where he oversaw record sales and a transformation of the automotive retailer. He previously spent more than a decade at Aldi across buying and operations in major global markets. He will replace Agi Pfeiffer-Smith, who will remain through March for Christmas trading and a transition period.

The company has also appointed Jill Henderson as chief legal officer, joining from BHP, where she worked across global pay compliance and governance programs. She replaces Peter Atkin.

Interim CEO Kate Beattie said the new structure positions Endeavour to execute its refreshed strategy with clarity and confidence.

“Our strategy refresh is progressing well and is reinforcing our confidence in the underlying strength of the business and our brands. We are excited about the opportunities ahead, and to drive the execution of the strategy in the new year we are pleased to welcome these experienced executive leaders to the Endeavour Group team,” she said.

Larritt and Sweeney both commence in January.