Former Uber APAC CMO Andy Morley Joins Pet Circle as CCO

Former Uber Asia Pacific chief marketing officer Andy Morley will join Australian e-commerce retailer Pet Circle as its first-ever chief customer officer, effective April 21, 2026.

Morley left Uber in November 2025 after nearly a decade with the ride-sharing company. He will oversee customer strategy across product, brand, and media for the venture capital-backed pet supplies retailer.

Morley Takes Newly Created Role at Pet Circle

The chief customer officer position is a new role at Pet Circle, created specifically to unify customer strategy under a single executive.

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Morley rose through Uber's ranks to become ANZ marketing director in 2019, then was promoted to APAC CMO in 2023. His former Uber role has since been filled by Ally Doubé, who relocated from Tokyo to Sydney to take on the APAC marketing director position in February.

Morley commented on the appointment: "Pet Circle has the key ingredients of a fantastic consumer offering, and it has already built genuine loyalty at scale. I'm joining because I believe the strongest chapter is still ahead, and that it will be built on knowing and serving pet parents better than anyone else."

Alongside Morley's hire, Pet Circle promoted Ella Lymbereas to head of marketing and e-commerce. Lymbereas previously led the company's 2024 "Top Dog" campaign, which promoted Pet Circle's price beat promise through street stencils in dog-walking areas and multi-channel activations across Perth, Sydney, Brisbane, and Melbourne.

Appointment Comes Amid Financial Pressure at Pet Circle

The new hire arrives during a difficult period for Pet Circle. The company reported a net loss of US$36.9 million for the financial year ending June 30, 2025. Revenue fell 2.9% to US$373 million over the same period, with losses increasing by US$10.5 million year-on-year.

Despite those figures, Pet Circle CEO Alistair Venn expressed confidence in the company's direction. Venn stated that "the pet category in Australia is poised for the next wave of digital innovation and growth" and described the leadership changes as part of building "the team and the strategy to lead it."

The dual restructuring, placing Morley over customer strategy while Lymbereas handles marketing execution, separates the two functions under distinct leaders. This organizational model is more commonly seen in large technology platforms than in traditional retail businesses.

Broader Surge in Senior Marketing Appointments Provides Context

Morley's move fits within a wider pattern of senior marketing executive movement. Global CMO hiring surged 61.6% year-over-year in 2025, with 501 new appointments recorded, driven by growing demand for executives with digital and performance marketing experience.

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Bain projects APAC's consumer market will approach US$36 trillion by 2035, with FMCG volume growing at 4% annually. E-commerce already accounts for 40% of FMCG sales in China and South Korea, establishing a regional benchmark that Australian retailers are working toward.

Southeast Asia's cross-border e-commerce market reached US$45.39 billion in 2025, with social commerce growing at a 19.74% compound annual rate. Influencer marketing now drives over 20% of e-commerce sales across the region.

Pet Circle's Leadership Restructuring and Next Steps

Pet Circle's decision to create a CCO role rather than hire a traditional CMO reflects a deliberate structural choice. The company is prioritizing customer retention and lifetime value over pure acquisition growth, a posture increasingly common among venture-backed e-commerce businesses working toward profitability.

Morley's start date of April 21, 2026 marks the formal beginning of Pet Circle's restructured leadership team. No further executive changes or financial targets were announced alongside the appointment.