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Booktopia CMO one of at least 30 redundancies at the online retailer

Booktopia CMO, Steffen Daleng, is exiting the business as one of at least 30 staff redundancies as the online retailer works to restructure and improve its earnings.

In a statement, Daleng confirmed he is among 30-40 staff leaving the organization after a four-and-a-half-year tenure as marketing chief. During that time, Booktopia has transitioned from a $110 million privately owned business to an ASX-listed organization with annual revenue of $240.8 million.

Earlier this week, Booktopia announced it would be making between 30 to 40 staff redundant as part of a sweeping set of initiatives designed to deliver $12 – $15 million in improved earnings. The review of operations has also seen Booktopia adjust pricing to realize $2m-$3m in annual earnings improvements.

The company also said it’s optimized its advertising program to focus more on high-conversion channels, a move that is expected to save $1m -$2m per year. Other moves include selling off an investment in Welbeck ANZ, lease rationalization and a postage recovery program around recovering third-party delivery costs, achieving $4m – $5m in earnings improvement.

Daleng, who was recognized on the 2022 CMO50 list of Australia’s most innovative and effective marketing leaders, has spearheaded a number of significant programs as CMO. A longer-term, strategic initiative to his credit is growing traffic and brand awareness through partnerships. To do this, he led the overall partnership and affiliate strategy, with the goal of making the business less reliant on paid search while harnessing the power of brand distribution through partners.


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