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

Why there’s more to content marketing ROI than just numbers

Most brands are producing more content than ever before. Even those still operating predominantly in campaign mode are finding social media demands an always-on content pipeline.

Jacki James

strategic planner, Zuni

Six lessons from Mobilegeddon

Google’s Mobilegeddon is the lesson many big companies and their marketers are learning the hard way.

Rob Marston

Managing director, Zeus Unwired

Against Net Promoter: A new way of interpreting the customer data deluge

One thing that frustrates marketers is the sloppy use of digital research.

Jason Juma-Ross

lead partner, PwC Digital Intelligence

The next Advertising medium is Augmented Reality, Just when individuals thought promotions couldn't get any more interactive and close to...

Siddhu

The old billboard gets the flick as digital OOH advertising takes over

Read more

Augmented Reality is the most immersive and interactive medium at today and that works for all kinds of real world requirements. It allow...

Siddhu

Sunny Queen launches egg-citing augmented reality collectible cards

Read more

It's really helpful that you were able to share this kind of information in order for some people to know on what is this kind of word re...

best essay sites

It's time for CMOs to embrace ‘agile’ as a noun - Technology chief - CMO Australia

Read more

You nailed it Mark, not nice, not popular but true.

CruiseFactoryData

CMO Council: Marketers lack right customer metrics for digital transformation

Read more

An insightful post and I wholeheartedly agree that without clearly defined business goals any content strategy will be ineffective. The d...

Alastair Kane

Why there’s more to content marketing ROI than just numbers

Read more

Sign in