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

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

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

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Digital marketing landscape is changing rapidly and you need someone who has hands on experience, keeps up with emerging trends and strik...

A.M. International

Predictions: 16 digital marketing trends for 2016

Read more

Its time consumers see their points as an financial asset which has value, and begin to manage them like money (with a plan and a desired...

Steve@iFLYflat

Virgin to offer customer loyalty program points as petrol currency

Read more

Love seeing the revenue gain from mapping the customer journey, not only for the business but for the client too! Very nice outside-in t...

magnipath

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in