The Co-op has announced a restructure to its senior executive team, including the appointment of a new GM.

The new, expanded team and rearranged internal structure has been introduced to better support the longer term strategy of the retailer, that is aiming to become the most innovative retailer in Australia.

Adam Jones, the Co-op’s former head of general merchandise, has been appointed to the newly created role of GM.

Jones will lead the merchandise, marketing, and digital teams and focus on optimising the online performance, digital textbook platform, merchandise management, supply chain, and improving end to end efficiencies.

Chief marketing officer, Greg Smith, will move into the newly formed role of chief commercial officer, managing the Co-op’s strategic development of digital and physical services and initiatives in the Telco, Youth Banking, Health, Superannuation, Travel, student community portals, and recruitment sectors along with the overall brand.

Thorsten Wichtendahl, chief operating officer, will focus his attention on growing the Co-op’s store network, mergers and acquisitions, Information Services Business, distribution, and retail stores performance.

“Over the next 12 months, we are committed to boosting our presence, growing our digital and physical services and performance as a retailer,” Peter Knock, CEO, said.

“In order to do this, we must stay innovative and always be looking to improve our strategies. Our competitors are evolving rapidly, and we must evolve with them. By readjusting the focus of our senior management and internal teams, we’re able to more effectively achieve our business objectives.”