CHE Proximity appoints Alex Roper to the role of director of strategy, Melbourne

CHE Proximity has today announced the appointment of Alex Roper as director of strategy, Melbourne, with his wealth of experience set to play a key role as the agency enters its next era.

As former head of marketing strategy and transformation at Coles, over the past few years Alex has played a critical role in helping define and operationalise its marketing strategy. He helped establish a new unifying idea for the brand, alongside a change program managing a number of marketing technology and marketing agility projects, underpinning Coles strategy.

Before gaining an inside look into the retail business, Roper led multi-disciplined strategy teams at WiTH Collective, M&C Saatchi Sydney and Clemenger BBDO Melbourne. During this time, Roper developed strategy work across CX and innovation, brand and communications. Harnessing Roper’s passion to develop holistic solutions that start with tangible customer problems.

Says Justin Hind, CEO at CHE Proximity: “I’ve had the pleasure of working with Alex in the past and couldn’t be happier that he’s joining the CHEP team. He’s world class in every respect, super smart, and he’s equally focused on impacting a client’s business as he is with creating groundbreaking creative work. We’re very lucky to have Alex join us in Melbourne and his impact will be felt across our Network”.

Says Roper: “Building innovative, strategic ideas and executing them across the whole customer experience in a way that will help a brand stand is brilliantly challenging. But from what I’ve seen, CHEP’s unrivalled means and motivation see them dominate in delivering those ideas. I’m excited to be helping CHEP continue to go from strength to strength.”