Optus B2B marketer becomes first CMO for SAI Global

Optus Business director of marketing's appointment at SAI is part of a global restructure of the business aimed at becoming more customer-centric

Hayley Clarke
Hayley Clarke

Optus Business director of marketing, Hayley Clarke, is leaving the telco this month to become the first global CMO for Australian-based risk management services firm, SAI Global.

SAI Global’s chief commercial officer, Paul Butcher, told CMO Clarke’s appointment is part of a group restructure which comes into effect on 1 July, and is aimed at transforming the organisation into a sales- and marketing-led business.

SAI Global listed on the ASX in 2004 after splitting from Standards Australia. Since then, the group has made 40 global acquisitions and now operates across 29 countries. It provides risk management services to a host of industries including food and agribusiness, retail, healthcare, automotive and financial services and has more than 100,000 active customers.

Read more: Digital and social transformation: From doing to being

Historically, the organisation has operated in three distinct divisions: Assurance, or auditing, certifying and registering businesses; compliance; and information services, including standards, legislation and property. But following the appointment of new CEO, Peter Mullins, last year, it began embarking on a new strategy to align what were disparate functions and silos into an integrated business, Butcher said.

“The newly created role of global marketing director is part of that strategy, and will help us take an integrated approach to market globally,” he said.

“We are transforming ourselves from being product-centric to client-centric. The two key things that will help us with that are leveraging digital technology, and developing the right leadership.”

Butcher was appointed SAI’s chief commercial officer at the same time as its new CEO came on-board and will operate across the combined risk management business when the new structure comes into effect on 1 July. He said three operational leaders will then support this structure.

Butcher also claimed that while SAI Global has many of the world’s leading experts in the risk management field, it has not previously tapped into their knowledge to better interact with clients.

“Part of the challenge and the opportunity is to make this more accessible to customers,” he said, adding Clarke’s appointment will help it make such a shift.

Clarke has more than 15 years’ experience in B2B marketing, and previously worked for IBM’s marketing function in both Australia and Asia. She joined Optus as GM of marketing communications in 2010 and took up the chief B2B marketer’s post in November 2012.

Clarke joins SAI Global on 6 July and reports directly to the CCO.

An Optus spokesperson confirmed Clarke leaves the telco this month, and said it is now conducting an internal and external search for her replacement.

More Optus news

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

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in