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This may come as a surprise to shoppers in the UK and the US, where a company of the same name shuttered its retail stores decades ago, but Woolworths has been Australia’s most valuable brand, according to a report from consulting firm Brand Finance, for four years running.
Peter O’Sullivan was responsible for managing the company’s external communications for the five years, first as head of public relations, community and sponsorship, then as GM, external communications and community. Since 2021 he has been director of the group’s brand and marketing, with continued leadership also of all group PR and media relations as well as social media community management. His role includes reputation management, overseeing engagement with key stakeholders on group and purpose initiatives, leading external communications, and development and activation of sponsorship strategy (Netball Australia, Cricket Australia and Surfing Australia).
Before joining Woolworths, O’Sullivan led the New South Wales business for PPR, one of the country’s leading public relations agencies, and served as managing director of Australian operations for leading UK consumer shop Frank.
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