Amber appoints new CEO, head of marketing

By Sarah Stowe | 22 Sep 2021 View comments

Tile retailer Amber has appointed a new CEO, Peter Sinodinos, who brings both franchising and retail experience to the role.

Sinodinos was CEO at Snap Print & Design for two years, spent 12 years with the Good Guys and has worked with Warner Music and HMV.

He replaces acting interim CEO Shirley Liew who stepped in to the role for a year to transition the management team. Liew, who was key to getting Sinodinos into the CEO position, remains chairman of the board.

Sinodinos said he was eager to take up the opportunity and has stepped aside from his consultancy role to focus solely on Amber.

Amber Tiles new CEO Peter Sinodinos | Inside Franchise Business Executive

Amber Tiles new CEO Peter Sinodinos | Inside Franchise Business Executive

“We have a clear and renewed focus on business operations improvement and development, and digitisation, in alignment with our three year growth strategy,” he said.

Paul Byrne joins the business as head of marketing. Byrne has worked in and around building products and the manufacturing industry, working with Brickworks Building Products and James Hardie.

He told Inside Franchise Business Executive, “Our primary focus is on assisting franchisees through Covid lockdowns, and working towards a sustainable future for everybody.

“We’ve had limited ability to meet franchisees but there’s a positive vibe, and we’re excited to undertake the transformation to update the IT infrastructure, deliver higher calibre services, and map the great offline experience to the online experience in a way that demonstrates the level of knowledge and expertise at Amber.”

Most pressing for the business right now is the head office and distribution centre relocation from Blacktown to Kemps Creek near Badgerys Creek in Western Sydney which is underway and scheduled to be completed by the end of September.