Woolworths-backed Hola Health appoints Matt Poulier chief marketing officer

Woolworths-backed telehealth platform Hola Health has appointed Matt Poulier as chief marketing officer, strengthening its executive team as the business accelerates brand growth and partner expansion.

The appointment comes after a period of rapid scale for the on-demand virtual GP platform, which now serves more than one million customers across Australia and has facilitated around two million telehealth consultations nationwide. The company reports average wait times of under 15 minutes.

Poulier joins with two decades of marketing experience spanning high-growth scale-ups, ASX-listed businesses and creative agencies. Most recently, he served as global head of brand and creative at Employment Hero, where he led brand strategy, social, content and creative across ANZ, Southeast Asia, the UK and Canada.

As head of brand and creative at Cashrewards, Poulier built the brand marketing function and supported the company’s shift from performance-led to brand-led growth, contributing to membership growth from approximately 800,000 to more than two million customers.

Poulier said the move into digital health carried both professional and personal weight.

“Healthcare has always been close to home for me. My late father was a GP, so I grew up seeing first-hand the impact that accessible, high-quality care can have on people’s lives,” he said.

“What excites me about Hola Health is that it is already delivering care at real scale, while still being genuinely patient-first.”

He added that recent milestones and partnerships signalled strong market trust. “Reaching milestones like one million customers, more than two million consultations, and partnerships with household names such as Woolworths, Bupa, HotDoc, and Cricket Australia shows the trust Hola has built.”

As chief marketing officer, Poulier will lead brand, growth and marketing capability across the organisation. Key priorities include building a more distinctive healthcare brand, strengthening category leadership across services including GP consults, mental health care plans and prescriptions, and scaling lifecycle and measurement frameworks.

Hola Health CEO and co-founder Lenin Rajendran said Poulier’s appointment reflects the company’s next phase of expansion.

“Matt brings rare experience at the intersection of brand, growth and scale,” Rajendran said. “As Hola Health continues to grow our consumer brand and deepen partnerships like Cricket Australia, Matt was the clear choice to help us build a category-defining healthcare brand.”

Hola Health recently secured a partnership with Cricket Australia as its official digital health partner, supporting athletes and cricket communities with on-demand healthcare access. Founded in 2020, the business operates as as 24/7 telehealth platform providing access to GPs for consultations, prescriptions, referrals and medical certificates.