Tourism Australia appoints first GM of digital transformation

Tourism promotional group selects its CFO to lead its next phase of digital transformation

Tourism Australia has appointed its chief financial officer as the first general manager for digital transformation as it looks to ramp up its digital focus.

John Mackenney has been the group’s finance chief for more than three years and previously worked in finance teams across a range of government agencies. He takes up his new post as GM of digital transformation from 1 September and will report directly to Tourism Australia’s CMO, Lisa Ronson.

In an email sighted by CMO, Ronson said the appointment followed a restructure of the marketing function announced at the end of May and effective from 20 July, to enable greater focus on key areas, a significant one of which was digital.

The functional changes see marketing now operating in three teams: Global consumer marketing, digital transformation, and global media and PR. Mackenney's team includes the social and content teams and will focus upon digital and mobile.

“John has done an outstanding job as our CFO as well as taking the lead on our digital analytics, and playing a role in the digital transformation program to date,” the statement from Ronson read. “John will be an outstanding addition to the marketing team.”

The group had been conducting both an internal and external search for someone to fill the new digital transformation role.

A spokesperson for Tourism Australia said the global consumer marketing team, headed up Matt McInnes, continues to be primary custodian of the destination brand and drive the development of marketing strategy, communications and marketing campaigns.

The global media and PR team then brings together media strategy, international public relations, broadcast, advocacy and events activities. The spokesperson said a leader for this team will be announced shortly.

In March, Tourism Australia launched its new digital platform, Australia.com in partnership with digital agency, DT Digital, after 18 months’ worth of work. The site, which features 700 pages of information in 11 languages, takes a more newsroom-style approach to delivering content.

The changes come five months after Ronson joined Tourism Australia as CMO, replacing former CMO and now Redballoon CEO, Nick Baker. She was previously head of marketing services as Westpac.

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

If creative, media and technology were bedfellows

It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.

Jason Dooris

CEO and founder, Atomic 212

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

loved the Qantas airline and hyundai one

Furqan Bin Rizwan

10 examples of virtual reality marketing in action

Read more

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

Latest Podcast

More podcasts

Sign in