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.
Foxtel has confirmed former Telstra and Commonwealth Bank CMO, Mark Buckman, will be joining the digital media business to head up its customer and retail approach.
Foxtel chief executive, Peter Tonagh, said Buckman would join as managing director, Customer and Retail, commencing in June. The role encompasses both Foxtel’s sales and marketing functions as well as all customer service operations.
Buckman was previously the group MD of media and marketing at Telstra, being promoted to the position from head of marketing, digital media and IPTV. He was originally recruited as CMO in 2010.
He announced his decision to quit the role for family reasons back in July 2014, and relocated to the UK. From there, he’s held several consulting roles and was also chief strategy officer of Accenture Interaction in London.
“Mark Buckman is a globally recognised business leader,” Tonagh said. “Having worked most recently in London, he has many years of experience with two of Australia’s most significant businesses and an undisputed record of success in changing consumer perceptions and building customer loyalty.
“Mark has a true understanding that companies only win and retain customers if they pay close attention to the total customer experience: From the marketing message that attracts them, to the process by which they join, and the service they receive when they have questions or requests or need problems solved.”
“Mark will ensure that a Foxtel customer’s experience is second to none,” Tonagh continued. “This will drive customer loyalty and advocacy, which will further support sales growth.”
As part of the role, Buckman is also charged with further developing Foxtel’s brand, and “will ensure that the attributes of our brand are present at every customer touch point”, Tonagh said.
Buckman said he was delighted to be joining the Foxtel leadership team.
“By combining the marketing, sales and customer service teams we will be able to create a seamless and fantastic experience for all our customers,” he said.