Domino's ANZ Appoints Du Plooy as CMO Under New CEO Strategy

Domino's Pizza Enterprises has appointed Dewald Du Plooy as Chief Marketing Officer for its Australia and New Zealand business, effective April 27, 2026. The hire follows new ANZ CEO Merrill Pereyra's appointment by approximately three months, replacing outgoing CMO Kent Madders.

A Deliberate Leadership Sequence Under New CEO Merrill Pereyra

Pereyra took the ANZ CEO role on January 23, 2026, bringing more than 30 years of quick-service restaurant experience across McDonald's, Domino's Indonesia, and Pizza Hut in Malaysia and India.

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Du Plooy joins from OTR Group, where he served as CMO. He also holds prior experience at Yum! Restaurants International and Procter & Gamble, combining consumer goods discipline with QSR operational knowledge.

Pereyra described the appointment as "a key step in consolidating a disciplined, customer-focused marketing approach to sustainable growth." He added that the business remains "committed to delivering consistency, convenience and creating a stronger connection with our customers, while improving returns for our franchise partners."

Du Plooy said of the brand: "It is a strong global brand with a leading market position in the region, built on innovation and customer focus."

Pereyra's Indonesia Track Record Shapes the ANZ Blueprint

Executive Chairman Jack Cowin cited Pereyra's Indonesia results directly when announcing his ANZ appointment. At Domino's Indonesia, Pereyra delivered 20% sales growth, reduced store payback periods by 15%, and expanded the network by 10% annually while strengthening franchise relationships.

That franchise-first, operationally disciplined model is now being applied to the ANZ market. Group COO and CFO George Saoud is simultaneously targeting 8% to 10% unit cost reductions over two years through supply chain optimization, creating improved economics for franchise partners.

The leadership rebuild is also occurring against a broader backdrop. Group CEO Mark van Dyck stepped down effective December 23, 2025, with Cowin assuming the role of interim Executive Chair while a group CEO search continues.

Agency Appointment and CMO Transition Context

Before Du Plooy's start date, Domino's ANZ appointed creative agency Bureau of Everything on March 26, 2026 to reimagine the brand's ANZ strategy and creative platform. The sequencing means Du Plooy inherits a brand brief already in motion rather than building one from scratch.

The CMO appointment also ends a period of notable instability in the role. Predecessor Adam Ballesty exited due to family and travel demands between Sydney and Brisbane. Former CMO Allan Collins, who originally served from 2007 to 2021, was reappointed on an interim basis to maintain continuity before Madders and now Du Plooy took the role.

Ballesty's tenure produced measurable results, including record app share, value campaigns such as Hunger Savers and Value Max, and sustained franchisee profitability through the Covid period and subsequent inflation. Those results set the performance baseline Du Plooy will be expected to build upon.

Digital Infrastructure and Franchise Economics Define the CMO Mandate

More than 65% of Domino's orders are placed online globally. The company invests over US$225 million annually in technology worldwide, spanning its ordering app, Pizza Tracker, and loyalty programs.

That digital infrastructure means Du Plooy's marketing performance will be tracked through app engagement, digital conversion rates, and loyalty program metrics. His mandate connects directly to franchise unit economics, not just consumer brand awareness.

Du Plooy's full appointment details were confirmed by Domino's Pizza Enterprises ahead of his April 27 start date.