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?
Australian gaming and wagering operator, Tatts Group, has officially promoted Megan Magill to the newly created role of chief marketing officer to lead a new centralised marketing function.
Magill has been with the organisation for more than two years as group brand and marketing manager. According to the company, the new role sees her focusing on a more cohesive vision for the portfolio of brands. She now heads up a team of 30 staff encompassing digital acquisition, digital optimisation, CRM and loyalty, design services and business unit brand marketing teams.
The company operates three core businesses: Wagering, which was recently rebranded to Ubet; lotteries; and gaming.
Magill has more than 20 years’ experience across agencies, media and in-house marketing, and was most recently with Wotif Group as GM of brand and deputy chief executive of the online travel company’s A/NZ business unit before joining Tatts.
“Setting up a group marketing function with a focus on data represents an enormous amount of opportunity for Tatts Group,” Magill said in a statement.
“We also have a strong emphasis on innovation and testing, so we’re ready to be more disruptive in the marketing space, which is really exciting.”
Tatts Group CEO, Robbie Cooke, said Magill’s appointment aligns with the group’s focus on having a single view of its customer.
“With group marketing operating as a standalone unit, we’re able to maximise the use of our large multi-product database,” he said.
“Megan is an outstanding marketing professional and I’m thrilled to have her in a role that is so pivotal to the future of our business.”
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