Metcash Appoints Katie Dally as Head of Marketing

Independent wholesaler Metcash has appointed former Endeavour Group brand, creative, and operations GM, Katie Dally, as head of marketing.

The top marketing role’s remit covers brand, content, and go-to-market strategy, and reports to Fiona Johnston, GM of shopper, brand, and loyalty.

Katie’s team of over 40 people at Metcash includes head of campaign, Healy Kealy; newly promoted head of earned media, Heather Howell; and head of insights and brand strategy, Claire Williams.

Katie wrote on LinkedIn that she was drawn to the role by Metcash’s “heart” and “ambition”.

“At its core, Metcash exists to champion independents,” Katie wrote.

“That is, the local business men and women of our local communities, someone's father, mother, grandmother, etc …

“I'd argue, for obvious reason, the human touch from your local grocer and genuine care for customers and local communities matters more now than ever."

She also praised CEO Grant Ramage for his “genuine” belief in “the power of marketing to create a distinctive, disruptive brand in service of our retailers and customers.”

Katie is also eager to begin working alongside Special Australia, noting the agency’s “ambition to raise the bar” is as great as her own, setting her sights on “challenging the category with work that disrupts, and is more distinctive than its competitors to drive demonstrable business growth.”

The marketer was among Endeavour’s extensive redundancies in 2025, having spent three years with the group as general manager in her first client-side role. At this time, the brand was a foundational client for Howatson+Company’s Plus Also Studios, helping establish a deal that saw the production of millions of assets move to the new production unit, which works with BMF to consolidate creative across the Endeavour Group portfolio.

Katie now brings experience in brand asset creation, personalisation, and automation to Metcash -- parent group of IGA, Cellarbrations, and Mitre 10.

She has previously served as general manager at indie agency Thinkerbell, and as managing partner at both CHE Proximity and VMLY&R. Prior to these appointments, Katie spent four-and-a-half years at Leo Burnett and five at Ogilvy Australia in account roles.