A2 appoints its first CMO to drive global brand strategy

Former Asia-Pacific marketing director of Campbell Arnott's will join the A/NZ premium milk producer in September as its inaugural CMO to help produce a stronger brand story

Premium milk producer, A2 Corporation, has appointed former Campbell Arnott’s marketing leader, Susan Massasso, as its first chief marketing officer.

Massasso will report directly to MD and CEO, Geoff Babidge, and will help drive the globalisation and growth plans at A2. In a statement, the company said a key priority is to further develop its intellectual property (IP) and take a consistent and elevated approach to building an engaging A2 brand story worldwide.

Babidge told CMO the new role will have overall responsibility for IP and work alongside the leadership team on a wider brief of responsibilities incorporating all marketing efforts. A2 Corporation currently has eight people involved in marketing and brand IP across its three business units, Australia, China and the UK, and these will be retained.

“There are a number of tasks being performed in our three business units, which Susan will take on and which will allow us to take a more strategic view of our brand,” Babidge said. “Susan was an outstanding candidate both in terms of her qualifications and skill set in marketing, brand development and business building.”

Massasso was most recently Asia-Pacific marketing director of Campbell Arnott’s and has held a range of senior leadership roles including marketing director at Arnott’s ANZ, as well as marketing director and general manager at Campbell’s ANZ. She also spent many years at Unilever holding marketing, logistics and insight roles.

Massasso commences her new role on 23 September.

A2 Corporation is listed on the New Zealand Stock Exchange and generated annual sales of NX$62.5m in the 2012 financial year. The business underwent a strategic review in April last year and according to its October findings, plans to further develop its A2 branded dairy products portfolio, expand its infant products offerings in China, enter new international markets, and invest in additional processing capabilities in Australia and New Zealand.

It also flagged intentions to enter new product categories including yoghurt and UHT milk. The company claims its A2 milk is a $50m premium brand in Australia.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Brand management starts with management

As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.

Dan Ratner

managing director, Uberbrand

Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

Jean-Luc Ambrosi

Author, marketer

Should your disclaimer become your headline?

To avoid misleading customers, or simply through fear of legal backlash, advertising has evolved to hide the potential shortcomings of an offer in its disclaimer.

Sam Tatam

Head of behavioural science, OgilvyChange Australia

Very very good piece- very novel and innovative and very possibly- effective - way to look at one's communication headlines!

Patrick Dsouza

Should your disclaimer become your headline? - Brand science - CMO Australia

Read more

Excellent post Rob, Mobile app users are growing day by day. Everyday lots of apps are launched in the market but not every app retains t...

Marcus Miller

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

What’s Happening In The PR World?http://blog.fullintel.com/what...

Vinish

Panel: The future of email marketing is about contextual data

Read more

very informative blog. I really like the information given in this blog.http://gng.com.au/

Gajanand Choudhary

The evolving role of the CMO - The CMO view - CMO Australia

Read more

It is true That’s the new read following up Deloitte Digital's Digital disruption - Short Fuse, blowup analysis series, that appearance t...

miller645645@mail.ru

Digital disruption about to impact health, education sectors

Read more

Latest Podcast

More podcasts

Sign in