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

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

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


Four ways to use social media to boost customer loyalty

Read more

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...


CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Latest Podcast

More podcasts

Sign in