Helloworld scraps CMO role

Travel retailer confirms departure of chief marketing officer, Kim Portrate, following internal review

Helloworld has confirmed its decision to scrap the chief marketing officer role within its business, a decision that has seen Kim Portrate leave the travel retailer.

In a statement, Helloworld managing director and CEO, Andrew Burnes, confirmed Portrate had left the company last Friday following an internal review.

Kim Portrate
Kim Portrate


“As part of the review into our operations and structures, I have made the decision to have the marketing team report directly into the retail division and as a result, the role of chief marketing officer has been removed,” he said. This sees marketing report directly to Julie Primmer.

Portrate joined Helloworld in July 2013 after spending five years at Tourism Australia and was charged with managing the group’s brand and customer service transformation. The mammoth task involved consolidating five 40-year-old legacy travel brands, as well as managing hundreds of supplier and SMB franchise relationships.

Portrate was also the executive sponsor and project leader for a program of work to create Helloworld’s first unified CRM system, out of 18 separate legacy systems, 450 databases and five technology platforms.

“Kim has been a major contributor to the brand transformation and a valued part of our executive team and I would like to take this opportunity to thank Kim for the hard work and commitment she has shown in working for Helloworld,” Burnes said.

Burnes also highlighted two other departures over the past two weeks, including general counsel and company secretary, Stephanie Belton, and general manager of corporate development, Andrea Slark. In addition, Helloworld’s CFO, Jenny Macdonald, is leaving the organisation at the end of April after an 18-month stint following its complete integration with AOT group.

Helloworld posted its half-year results for the six months to 31 December 2015 this week, reporting total transaction values of $2.43 billion, a rise of 5.4 per cent year-on-year. The group also reported revenue of $139m, down 0.4 per cent, and an EBITDA of $8.1 million, a drop of 3.2 per cent.

Kim Portrate was named one of CMO’s 50 most innovative marketers for 2015. You can find her full profile here.


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Digital marketing landscape is changing rapidly and you need someone who has hands on experience, keeps up with emerging trends and strik...

A.M. International

Predictions: 16 digital marketing trends for 2016

Read more

Its time consumers see their points as an financial asset which has value, and begin to manage them like money (with a plan and a desired...

Steve@iFLYflat

Virgin to offer customer loyalty program points as petrol currency

Read more

Love seeing the revenue gain from mapping the customer journey, not only for the business but for the client too! Very nice outside-in t...

magnipath

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in