Wiggle poaches Amazon exec as it unveils marketing unit shake-up

Harvey Bennett, currently Amazon’s director of UK health and beauty, will join the cycling and tri-sports specialist on September 7 in the newly created role. Bennett has spent two years with Amazon and prior to that 12 years at Homebase.

Wiggle, owned by private equity group Bridgepoint, said Bennett will be charged with “continuing to build the Wiggle brand” and its “‘digital ‘shop-window’ and delivery of day-to-day growth” in the UK and Europe.  

The appointment will boost Wiggle’s marketing muscle as competition in the UK’s ecommerce cycling space heats up. In its last full year, Wiggle reported a 19% jump in underlying EBITDA and sales.

In other changes, former US Olympic cyclist Derek Bouchard-Hall, Wiggle’s director of international sales and group pricing, is leaving this week to become chief executive of USA Cycling. It is unclear at this stage whether he will be replaced.  

Rachel Moffatt is also leaving after joining as interim marketing director in April last year, but will help with the handover to Bennett. Adam Ryan, previously Wiggle’s head of brand, has been promoted to head of group sales and events.

And Jo Taylor, formerly a brand consultant with Liz Earle, Elemis and Fat Face, will join Wiggle as brand marketing manager, reporting to Harvey.

Wiggle chief executive Stefan Barden said the etailer is continuing to “add customers at record levels”. He added: “Adam and Jo, under Harvey’s leadership, will continue to drive our business forward to new levels, and we welcome them all to their new roles.”

Last month the etailer revealed plans to expand its physical presence by opening two more workshop concessions in Homebase stores.