T2’s Nicole Sparshott is infusing marketing know-how into her CEO approach at the retail brand, one that’s recognised for delivering a ‘tea revival’ in Australia and now has hefty global ambitions.
T2 CEO, Nicole Sparshott, is on a big mission: To take a 22-year-old Australian business centred around the humble tea leaf and all its trappings, and infuse it into the mindset of a new generation of customers and the rest of the world.
As leader of the Australian brand, the CMO-turned CEO says she wants to create a T2 generation on every continent. It’s a move that’s both global in nature and local in flavour.
“We’re taking this gorgeous icon, this Australian luxury tea brand, and creating a global luxury brand,” says Sparshott, who admits to having “tea running through her veins” and likes a good exotic tea mash-up.
This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CSO, CMO, Computerworld, and PC World.
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
