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?
Telstra has confirmed it has appointed an outside candidate, Joe Pollard, as its new group managing director of media and marketing, to directly succeed Mark Buckman.
Buckman quit his role as group manager of media and marketing in July, five months after being promoted to the position. He joined the ASX-listed telco in 2011 as chief marketing officer and officially finished up in September.
Pollard will take the reins across both the media and marketing teams. As previously reported in CMO, Telstra had initially considered splitting the role into two, before finding a suitable candidate to do both jobs.
Pollard was most recently the CEO of advertising agency, Publicis Mojo, for nearly two years and is a non-executive director of ninemsn. Prior to that, she was the CEO of ninemsn for three years, rising from director of sales and marketing.
Her resume also includes 10 years with Nike, firstly as the global head of digital, media and content for eight years, then as marketing director at Nike Japan.
In a statement, Telstra Retail group executive, Gordon Ballantyne, said Pollard was a highly regarded media and marketing executive with an extensive and distinguished career both in Australia and overseas.
“Joe’s strategic digital credentials will enhance our already strong media and marketing capabilities,” he said. “Her appointment comes at an important time as we continue to develop our media business as a key growth opportunity and continue to grow the value of the Telstra brand.”
Pollard starts on 25 November and will report directly to Ballantyne. The telco said there are no other changes to reporting lines across the media and marketing teams.
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