The Good Guys has reshuffled its executive team effective immediately to align the company’s structure with its growth strategy.

Geoff Reader will move from his role as group GM merchandise planning and inventory management, and step into the newly created position of chief merchant (CM).

Reader will oversee all areas of merchandising including buying, planning, operations, inventory management, portfolio, pricing, and private label.

Sean Quinnell will move from group GM operations and capability to COO, responsible for the company’s supply chain, retail operations, business assurance, store design, and development.

Reader and Quinnell have more than 20 years combined industry experience.

The Good Guys also appointed Wayne Jennings as group GM, merchandise, in a move to consolidate category management and drive the category strategy across all categories.

The reshuffle follows the appointment of Jaimie Ehrhardt to the newly created position of chief people officer in October 2014.

The Good Guys CEO, Michael Ford, said the appointments were part of the company’s growth strategy and were designed to promote better productivity and cross functional working.

“Australian retail is experiencing an era of intense competition. We believe in order to maintain our competitive advantage it is imperative we anticipate the rapidly changing industry standards and needs of our consumers.

“With the accelerating pace of change and transformation expected in the retail sector over the next 12 months, we are excited about the prospects for the future retail marketplace,” Ford said.

“The appointment of a CM and COO is the next phase of our strategy to innovate through improved business processes and productivity and is an exciting phase in the evolution of our business.”