Endeavour Group Taps Jayne Hrdlicka to Drive Next Growth Phase from 2026

• Jayne Hrdlicka appointed as Endeavour Group CEO starting 1 January 2026
• Extensive leadership experience from Virgin Australia, A2 Milk, Jetstar, and Woolworths
• Current Executive Chairman Ari Mervis to remain until Hrdlicka’s commencement
• Remuneration package includes $2 million fixed pay plus performance incentives
• Appointment aims to accelerate Endeavour’s growth and business transformation

Leadership Transition at Endeavour Group

Endeavour Group has announced a significant leadership change with the appointment of Jayne Hrdlicka as Managing Director and Chief Executive Officer, effective 1 January 2026, pending regulatory approvals. This move marks a pivotal moment for the consumer discretionary giant as it prepares to embark on its next phase of growth and transformation.

Ms Hrdlicka brings a wealth of experience from some of Australia’s most high-profile consumer-facing businesses. Her recent success in steering Virgin Australia out of administration and back to profitability stands out as a testament to her strategic acumen and operational expertise. Under her leadership, Virgin Australia achieved a record EBIT margin of 14.4% in the first half of FY25, highlighting her capability to deliver strong financial outcomes in challenging environments.

A Proven Track Record in Consumer and Retail Sectors

Before Virgin Australia, Hrdlicka held CEO roles at the A2 Milk Company and Jetstar Group, and served as a Non-Executive Director at Woolworths Group, which previously encompassed Endeavour’s liquor and hotel businesses. This background provides her with deep insights into Endeavour’s core markets and consumer dynamics, positioning her well to leverage the company’s extensive brand portfolio.

Executive Chairman Ari Mervis, who will remain in his role until Hrdlicka’s start date, expressed confidence in her appointment, citing her history of using consumer insights to shape successful strategies and execute complex business transformations. The Board’s extensive global search underscores the importance placed on securing a leader capable of unlocking Endeavour’s full potential.

Terms Reflect High Expectations

Hrdlicka’s remuneration package reflects the high expectations placed on her leadership. With a fixed annual remuneration of $2 million, supplemented by a short-term incentive target of 120% of fixed pay and a long-term incentive grant up to 200%, the structure is designed to align her performance with shareholder value creation. Notably, 50% of any short-term incentive is deferred for two years, emphasizing sustained performance.

The employment contract includes a 12-month notice period and standard executive protections, signaling a long-term commitment from both parties. Hrdlicka’s willingness to engage with the company prior to her official start date suggests a smooth transition and early involvement in strategic planning.

Looking Ahead: Growth and Transformation

Hrdlicka’s appointment comes at a time when Endeavour Group is poised to capitalize on evolving consumer trends in retail and hospitality. Her track record of leading business turnarounds and growth initiatives will be closely watched by investors eager to see how she navigates competitive pressures and market opportunities.

With a team of over 30,000 employees and a portfolio of leading brands, Endeavour’s next chapter under Hrdlicka’s leadership promises to be one of strategic evolution and value creation. The market will be keen to monitor how her vision translates into operational execution and financial performance in the coming years.

Bottom Line?

Jayne Hrdlicka’s arrival sets the stage for Endeavour Group’s ambitious growth journey starting 2026.

Questions in the middle?

• How will Hrdlicka’s leadership style influence Endeavour’s strategic priorities?
• What specific growth initiatives will be prioritized under the new CEO?
• How will the market respond to this leadership change ahead of regulatory approvals?