Pet Circle has made two senior leadership changes as it sharpens its focus on customer experience and marketing.

The online pet supplies retailer has appointed Andy Morley as chief customer officer, effective April 21, and promoted Ella Lymbereas to an expanded role as head of marketing and e-commerce.

Morley will oversee Pet Circle’s end-to-end customer strategy, covering product and experience design through to brand and media, with an emphasis on embedding customer insights across the business.

He joins from Uber, where he spent a decade in senior marketing roles, including chief marketing officer for Australia and later Asia-Pacific, helping scale the brand and turn customer insights into product and experience innovation.

Meanwhile, Lymbereas will take on a broader remit across brand, creative, e-commerce trade and media. She has spent the past four years leading brand and creative at Pet Circle, driving transformation initiatives to strengthen engagement with pet owners.

Her previous experience includes senior roles at Amazon Fashion in Europe and The Iconic. 

“Andy and Ella together represent our belief that customer passion and marketing excellence are the same investment, not separate ones,” said Alistair Venn, CEO of Pet Circle. 

“The pet category in Australia is poised for the next wave of digital innovation and growth, and we’re building the team and the strategy to lead it.”

These appointments signal a broader shift at Pet Circle, with customer experience and marketing increasingly treated as a unified capability focused on delivering long-term value and deeper customer relationships.