In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
The Association for Data-Driven Marketing and Advertising (ADMA) has added two senior executives to its ranks to boost its commercial and content might.
Former SAS Australia and New Zealand business analytics advisory practice principal, Des Viranna, joins as the association’s new commercial director. He spent the past 15 years with the technology group and was noted for his contribution to the SAS Customer Intelligence business.
As well as his vendor-based analytics experience, Viranna is a regular speaker on customer analytics and marketing optimisation, loyalty and developing an analytical mindset. He was also a founding member of ADMA’s Big Data Taskforce and helped produce the best practice industry guidelines around big data.
In a statement, ADMA CEO, Jodie Sangster, said Viranna’s appointment is part of its strategy to ramp up services, education and events program. His focus will be on ensuring programs meet the needs of marketers and provide value in the rapidly changing marketing environment.
Viranna replaces Christopher Gough, who was working with ADMA for just over a year.
ADMA has also hired Karren Challoner-Miles as its first content and knowledge director. She was most recently marketing manager for IT solutions at NEC Australia, and also previously consulted to content marketing agency, Edge Customer, on brand content strategy and lead generation. Her resume also includes senior marketing roles with NRS Media, Vodafone, Federal Publishing Company and The Courier Mail.
Sangster highlighted Challoner-Miles’ experience on digital welcome campaigns, thought leadership content, capability collateral and demand generation as key to her new role at the association.
“By hiring Karren, we are investing in bringing our members and the broader marketing industry profound and valuable resources for thought leadership purposes as well as new tools and resources that will help marketers do their jobs better and grow the industry,” Sangster said.
“I’m delighted that Des and Karren are joining the ADMA team. Their appointments are further evidence of our determination to deliver enhanced member and industry benefits in education, events and valuable content.”