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.
IBM has appointed its first chief marketing officer for Australia and New Zealand.
Amanda Johnston-Pell will report directly to IBM’s managing director for A/NZ, Kerry Purcell, and also becomes a member of the technology vendor’s local board.She takes over from former VP of marketing, Glen Thomas, who has moved to a senior marketing role in Asia-Pacific leading portfolio marketing.
In a statement, IBM said she’s tasked with driving collaboration across the business to help deliver stronger solutions and services around the vendor’s core areas of focus: Cloud, cognitive computing, social, mobile and security.
Johnston-Pell has spent the past two-and-a-half years as co-founder and CEO of Mosh in New York, an interactive social media and big data startup that aims to better bring together brands with consumers. She will remain on the board of the US-based business, which was one of 10 global startups selected to participate in the inaugural Cannes Lions Innovation Start-up Academy 2015.
Other career highlights include senior executive positions in North America and corporate advisory roles to Fortune 500 companies over the past seven years. Johnston-Pell was also previously Telstra executive director, brands and marketing communications group between 2008 and 2010, and executive director of sales and marketing at BigPond before that.
In addition, she’s a non-executive director of the Australian American Leadership Dialogue, and chair of the Young Leadership Dialogue.
“Amanda brings strong cross-industry credentials and a proven record in driving marketing and communications to have a direct impact on business outcomes,” said Purcell. “This will be critical as IBM continues to work with our clients to bring them transformative industry solutions.”
For her part, Johnston-Pell said she was excited about the role and looking forward to delivering even more meaningful and relevant programs for clients.
“This is a new era of business where speed, agility, innovation and connectedness are essential,” she said. “IBM’s leadership, innovation and industry knowledge ensures we have the right products, services and expertise to help our clients transform their organisations and industries.”