Amanda Bardwell, set to become the first female chief executive of retail giant Woolworths in September, brings over a decade of expertise in data analytics and online retailing. However, her ascent to the top position faces the challenge of winning over investors, evident in the 6.6% drop in Woolworths shares to $33.50 following the announcement of CEO Brad Banducci’s exit and Bardwell’s appointment.
Amanda Bardwell
For the past six years, Bardwell has served as the head of Woolworths’ digital arm, WooliesX, based in Sydney’s Surry Hills, overseeing a team of 500-plus staff. WooliesX has been at the forefront of adopting an Amazon-style retailing approach, leveraging digital tools to enhance the online customer experience and utilizing loyalty programs to foster customer loyalty.
Having recently turned 50 with two teenage sons, Bardwell’s journey within Woolworths began in early 2001 when she relocated to Sydney to work as a business development manager for Woolworths supermarkets. Her proficiency in digital retailing propelled her through the ranks, and she held the position of head of online operations at Dan Murphy’s, a major liquor retailer, from 2011 to early 2013.
Martin Smith, her former boss at Dan Murphy’s and the Woolworths liquor business, commended Bardwell’s analytical skills and thoughtful approach. He recalled her as someone destined for success, noting her ability to understand numbers and strategically navigate challenges.
Bardwell’s roots in the retail industry trace back to her teenage years, working part-time at a local independent supermarket in Samford, near Brisbane. She pursued a bachelor of business at the Queensland Institute of Technology and later obtained an MBA from the University of NSW after moving to Sydney. Additionally, she is a member of the Chief Executive Women development program and earned a scholarship for additional studies at the Singapore branch of the French business school INSEAD in 2011.
Scott Perkins, Woolworths chairman, highlighted Bardwell’s visionary approach, proven leadership, and commitment to relentless execution as key factors influencing her selection for the CEO role. Her ability to make tough decisions was evident during the early days of the pandemic when she spearheaded the cancellation of regular orders to prioritize vulnerable Australians in need of essential supplies.
Bardwell’s leadership style, marked by inclusivity and a knack for steering teams through change, positions her to tackle the challenges of leading Woolworths into a new era. As she assumes the mantle of CEO, all eyes will be on Bardwell as she navigates the evolving landscape of the retail industry and charts a course for Woolworths’ future success.
