Deliveroo has created a new chief marketing officer role as it looks to capitalise on rapid growth and expand beyond cities.
Inés Ures, currently the marketing boss at hair and beauty booker Treatwell, is to become Deliveroo’s new global CMO. She is tasked with helping the company both grow in existing markets and enter new ones.
Deliveroo’s service is currently available in 13 countries, having recently launched in Taiwan, with plans for expansion this year. As CMO, Ures will be expected to help scale marketing operations and communication as the company grows and broaden its presence in existing markets by expanding beyond major cities.
Ures says: “Joining Deliveroo is an incredibly exciting opportunity. This is an ambitious company with a unique opportunity ahead of it and I want to play a role in making Deliveroo the definitive food company. I’m looking forward to throwing myself in to making sure that whenever you’re hungry, Deliveroo will be there for you.”
Deliveroo has been growing quickly, with sales up 116% to £277m in 2017, and boasts a large network of 50,000 riders and restaurants across the world. However, it is facing mounting competition in the space from rivals such as Just Eat and UberEats.
To counter that, it has upped its focus on marketing, launching its first global ad campaign, ‘Eat more amazing’, last year.
Ures will replace Jamie Swango, currently global marketing director at Deliveroo, as the company’s top marketer. However, Swango’s role remains in place and she will continue to work at the company.
The company adds: “We are delighted Inés is joining the team. She has a great track record and will make an excellent contribution at a time when the company is growing, building our offer to riders, restaurants and consumers. We want to bring more customers amazing food, whenever and wherever they are, and we know she will help us do just that.”