Danny Lattouf departs VMLY&R for partner and chief strategy officer role at The General Store

Danny Lattouf has joined The General Store as partner and chief strategy officer. His focus will be to partner with CEO Matt Newell and general manager Maddie Livesey to lead The General Store forward in its next stage of growth.

The partnering of Lattouf with The General Store’s talented team and client portfolio creates a formidable retail powerhouse.

Lattouf’s impressive 20-year career has established him as a highly respected retail mind, a thought leader on the ever changing global retail landscape.

He leaves VMLY&R after having spent almost five years as the managing director of IdeaWorks and as the regional head of retail across Australia and New Zealand. Prior to that Lattouf was Microsoft’s head of retail marketing and also based in Singapore with iris as a global account director leading a team of retail specialists across Singapore, London, Munich and Miami.

Says Lattouf: “Over the years, I’ve been humbled to work with some incredible people, partners and clients. Fortunate to live my passion to deliver memorable retail connections and experiences for some of the world’s best brands and retailers.”

In recent years, Lattouf and his teams have dominated retail awards, specifically when it comes to shopper and experience design, for work with GSK, Microsoft, Myer, Rebel and more.

Says Lattouf: “I could not be more thrilled with this next chapter. The General Store advise some of the most innovative retailers in the country. I’m looking forward to working with Matt and The General Store team to do something really special. As a team, we’re very excited.”

With Lattouf on board, Newell said the agency is well positioned to continue the business’ momentum: “We’ve had a couple of years of strong growth, so it’s a good time to bring more thought leadership into the business. I’m focussed on making sure The General Store continues to deliver unparalleled insights and innovation to retailers in the region.

“Danny’s got an infectious passion for retail and a unique ability to lead teams across multi-disciplinary projects. He’s exactly the kind of talent that future focussed retailers are looking for.”

Lattouf’s appointment follows several new business wins for the General Store in recent months including Jaycar, Shoes & Sox, Burger Urge, Salvos Stores and Amber Tiles.

The General Store works with some of Australia’s leading retail brands including THE ICONIC, Freedom, Allianz, Supercheap Auto, Marley Spoon and Hamilton Island.