CMO50

Revealing the 2016 CMO50

Australia's most innovative marketing leaders

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CMO50 2016

  • 1

    Allan Collins

    Domino's Pizza Enterprises

    Group chief marketing officer

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  • 2

    Anna Reid

    Sydney Opera House

    Chief marketing officer

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  • 3

    Steve Brennen

    eBay A/NZ

    CMO, senior director advertising sales and retail innovation

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  • 4

    Lisa Winn

    Coca-Cola South Pacific

    Marketing director

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  • 5

    Vittoria Shortt

    Commonwealth Bank

    Group executive, marketing and strategy

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  • 6

    Craig Davis

    Sendle

    Co-founder and CMO

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  • 7

    Trisca Scott-Branagan

    Deakin University

    Executive director, marketing

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  • 8

    Carolyn Bendall

    ANZ

    Head of marketing

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  • 9

    Jon Amery

    Vocus Communications

    General manager, marketing and customer experience

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  • 10

    Renee McGowan

    Mercer

    Chief customer and marketing officer, Pacific

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  • 11

    Robert Ambler-Fraser

    The Good Guys

    Chief marketing officer

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  • 12

    Rebecca James

    ME

    Chief marketing officer

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  • 13

    Andy Lark

    Xero

    Chief marketing and business officer

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  • 14

    Tyron Hayes

    Curtin University

    Chief marketing officer

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  • 15

    Leisa Bacon

    Australian Broadcasting Corporation

    Director, audience and marketing

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  • 16

    Jonathan Kerr

    Auto & General

    Director, marketing and digital

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  • 17

    Brad Cramb

    Toyota

    Divisional manager, national marketing (CMO)

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  • 18

    Jane Merrick

    IAG

    General manager, marketing and customer experience

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  • 19

    Vanessa Lyons

    AUB Group

    Group head of marketing

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  • 20

    Joe Pollard

    Telstra

    Chief marketing officer and group executive, media

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  • 21

    Lisa Ronson

    Tourism Australia

    Chief marketing officer

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  • 22

    Nicole Brasz

    Save the Children

    Director of marketing and fundraising

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  • 23

    Nick Reynolds

    Lenovo

    Chief marketing officer, Asia-Pacific

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  • 24

    Barni Evans

    Sportsbet

    Chief marketing officer

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  • 25

    Michael Laxton

    Fairfax Media

    Director of customer marketing and growth

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26 - 50 (In alphabetical order)

  • Ben Allen

    Stockland

    General manager, group marketing

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  • Mohit Bhargava

    Village Cinemas Australia

    General manager - sales and marketing

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  • Richard Burns

    Aussie Home Loans

    General manager, customer experience and technology

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  • Christopher Coyne

    Crown Resorts

    Chief marketing officer

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  • Melina Cruickshank

    Domain Group

    Chief editorial and marketing officer

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  • Paige Gibbs

    RSPCA NSW

    Executive manager, marketing, fundraising and communications

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  • Kent Heffernan

    nbn

    Executive general manager, marketing and community affairs

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  • Col Kennedy

    Cotton On

    Global head of marketing and ecommerce

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  • Mitchell Mackey

    Ansell

    Asia-Pacific marketing director

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  • Simon Marton

    Treasury Wine Estates

    Chief marketing officer

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  • Jamie McDonald

    Federation University Australia

    Director of marketing, advancement and community engagement

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  • John Moore

    Bupa A/NZ

    Director of marketing

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  • Ric Navarro

    Norman Disney & Young

    Global director, marketing and communications

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  • Darren Needham-Walker

    HP

    Head of marketing, South Pacific

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  • Richard Oppy

    Carlton & United Brewery

    Marketing director

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  • Suzana Ristevski

    GE

    Head of strategy and growth, A/NZ and Papua New Guinea (retains CMO role)

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  • Kylie Smith

    Perpetual

    General manager, marketing and communications

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  • Renae Smith

    AIA Australia

    Chief marketing officer

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  • Tori Starkey

    VMware

    Chief marketing officer

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  • Paul Stern

    Kathmandu

    General manager, marketing, online and international

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  • Tim Tez

    MetLife

    Chief product and marketing officer

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  • Andrea Turley

    Australian Catholic University

    Director, marketing and external relations

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  • Georgina Williams

    AustralianSuper

    Group executive, engagement, advocacy and brand

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  • Jenny Williams

    HCF

    Chief marketing officer

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Ones to Watch

  • Melinda Madigan

    The Star, Sydney

    General manager, marketing and entertainment

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  • Jee Moon

    Luxottica

    Vice-president of marketing

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1
Allan Collins Group chief marketing officer Domino's Pizza Enterprises
2
Anna Reid Chief marketing officer Sydney Opera House
3
Steve Brennen CMO, senior director advertising sales and retail innovation eBay A/NZ
4
Lisa Winn Marketing director Coca-Cola South Pacific
5
Vittoria Shortt Group executive, marketing and strategy Commonwealth Bank
6
Craig Davis Co-founder and CMO Sendle
7
Trisca Scott-Branagan Executive director, marketing Deakin University
8
Carolyn Bendall Head of marketing ANZ
9
Jon Amery General manager, marketing and customer experience Vocus Communications
10
Renee McGowan Chief customer and marketing officer, Pacific Mercer
11
Robert Ambler-Fraser Chief marketing officer The Good Guys
12
Rebecca James Chief marketing officer ME
13
Andy Lark Chief marketing and business officer Xero
14
Tyron Hayes Chief marketing officer Curtin University
15
Leisa Bacon Director, audience and marketing Australian Broadcasting Corporation
16
Jonathan Kerr Director, marketing and digital Auto & General
17
Brad Cramb Divisional manager, national marketing (CMO) Toyota
18
Jane Merrick General manager, marketing and customer experience IAG
19
Vanessa Lyons Group head of marketing AUB Group
20
Joe Pollard Chief marketing officer and group executive, media Telstra
21
Lisa Ronson Chief marketing officer Tourism Australia
22
Nicole Brasz Director of marketing and fundraising Save the Children
23
Nick Reynolds Chief marketing officer, Asia-Pacific Lenovo
24
Barni Evans Chief marketing officer Sportsbet
25
Michael Laxton Director of customer marketing and growth Fairfax Media

26 - 50 (In alphabetical order)

Ben AllenGeneral manager, group marketingStockland
Mohit BhargavaGeneral manager - sales and marketing Village Cinemas Australia
Richard BurnsGeneral manager, customer experience and technologyAussie Home Loans
Christopher CoyneChief marketing officerCrown Resorts
Melina CruickshankChief editorial and marketing officerDomain Group
Paige Gibbs Executive manager, marketing, fundraising and communicationsRSPCA NSW
Kent HeffernanExecutive general manager, marketing and community affairsnbn
Col KennedyGlobal head of marketing and ecommerceCotton On
Mitchell MackeyAsia-Pacific marketing directorAnsell
Simon MartonChief marketing officerTreasury Wine Estates
Jamie McDonaldDirector of marketing, advancement and community engagement Federation University Australia
Amanda McGregorDirector of marketingSBS
John MooreDirector of marketingBupa A/NZ
Ric NavarroGlobal director, marketing and communications Norman Disney & Young
Darren Needham-WalkerHead of marketing, South PacificHP
Richard OppyMarketing directorCarlton & United Brewery
Suzana RistevskiHead of strategy and growth, A/NZ and Papua New Guinea (retains CMO role)GE
Kylie SmithGeneral manager, marketing and communicationsPerpetual
Renae SmithChief marketing officerAIA Australia
Tori StarkeyChief marketing officerVMware
Paul SternGeneral manager, marketing, online and internationalKathmandu
Tim TezChief product and marketing officerMetLife
Andrea TurleyDirector, marketing and external relationsAustralian Catholic University
Georgina WilliamsGroup executive, engagement, advocacy and brandAustralianSuper
Jenny WilliamsChief marketing officerHCF

Ones to watch

Melinda Madigan General manager, marketing and entertainment The Star, Sydney
Jee Moon Vice-president of marketing Luxottica

Change is the name of the game for our CMO50 in 2016, and whether it’s customers, digital, connectivity or culture, marketers are looking to own it.

If you wanted proof marketing is undergoing systematic transformation, then this year’s CMO50 is it.

Now in its second year, the CMO50 is an annual list celebrating Australia’s most innovative marketers. Specifically, it’s designed to highlight core pillars of modern marketing, such as effecting business change and growth, improving customer engagement, demonstrating data- and technology-led strategic thinking and creativity.

Change was a recurring theme across every submission this year, and it’s clear Australian marketing leaders are taking up this mantle with gusto. Popular transformational programs include harnessing and on-boarding real-time customer insights for campaign optimisation and frontline engagement, marketing technology investment, customer journey and personalisation strategies and strategic division restructuring bringing together traditional above-the-line and below-the-line teams.

This ability to effect change is a sign of marketing’s steady rise up the executive ranks as a core strategic contributor, rather than just a communications tool. But there’s a way to go yet.

The first thing this year’s CMO50 judges commented on was the variance between ambition and effectiveness. While there was plenty of progress, commercial figures on impact weren’t always there to back it up. In addition, while most CMOs clearly realise marketing must change in order to retain relevance, there is still a gap around what form that needs to take and just how different it is to traditional marketing modus operandi.

For ADMA CEO, Jodie Sangster, a distinct line emerged between those still focused on campaigns, a more traditional form of marketing, and those fostering a customer-led approach based on insights, engagement and experience optimisation. Former director of marketing at Scentre Group, John Batistich, also highlighted effectiveness and marketing’s worth in the context of customer values.

CMO50 judges noted the digital investment occurring, with all nominees at least some way working towards digital enablement and sophistication. Some showed a real understanding of the data and technology required, while others had only just started. Those who made it to the top 50 all demonstrated an increasingly data- and technology-led approach.

Similarly, Inventium founder, Dr Amantha Imber, saw massive variance in building innovation that has an impact on wider customer or business success.

Former CMO and marketing leadership advisor, David Morgan, flagged process versus outcome as a key differentiator, particularly when it comes to digital transformation. With the sheer volume of change now being effected, he suggested CMOs must be process focused. However, fellow judge and former NAB CMO, Sandra de Castro, pointed out the emphasis will vary depending on company size. She also noted growing interest in more personalised and targeted marketing and how far organisations had come.

Publicis Australia CEO, Andrew Baxter, singled out the growing trend towards building strategic and unified teams as opposed to specialists, especially as digital and data pervade every aspect of marketing.

THIS YEAR'S CONTENDERS

Being in its second year, we fully expected the names and positioning to differ from 2015. More than half of this year’s top 50 are first-time entries, and we’re delighted to see so many new faces.

Adding to this is the significant movement across Australian marketing leadership ranks in the last 12 months. Nearly 30 per cent of the CMOs featured in 2015 left their position, were promoted locally or globally, or saw their roles expand during this time.

As a combined group, average tenure came in at about three years, down from the three-and-a-half years we saw in 2015, and there are significant discrepancies to factor in. Several marketers, for instance, have been promoted in the last 12-24 months, or have been with their organisation for more than five years.

And while similarities can be drawn from this year’s entries, there are distinct differences in how marketing is perceived depending on organisation and industry sector. Digital ownership is one major difference, and CMO50 contenders showed varying levels of ownership. Some, like the Sydney Opera House, Deakin University, Domino’s Pizza and IAG, have distinct digital teams overseeing and managing digital programs, some which report into marketing, some which do not.

Another is in how far marketing’s reach extends around end-to-end customer experience. You only have to look at the most recent financial reports from ASX-listed organisations to see how far ‘customer centricity’ as a principle has come.

It’s evident marketers take their role of chief customer custodian seriously, but again, the level of oversight and accountability varies. As we pointed out last year, a rising number of Australian CMOs are gaining responsibility for end-to-end customer engagement, most notably last year’s number 1, Mark Reinke, who was elevated to chief customer experience officer earlier this year.

Six of the 50 for 2016 officially have customer experience or engagement in their job title, and activities such as customer journey mapping, segmentation, and 360-degree customer insight dashboards were common on priority lists.

SKILLS AND STAFFING

Upskilling was another consistent theme, with all marketers investing heavily as a way of coping with new digital channels and technologies while building resilience for the future

Upskilling was another consistent theme, with all marketers investing heavily as a way of coping with new digital channels and technologies while building resilience for the future. There wasn’t a single nominee who wasn’t looking for more agility, and ways of working such as daily scrums, continuous and iterative learning loops, hackathons and customer co-creation were listed as ways of achieving this.

In larger organisations, such as the Commonwealth Bank, in-house marketing academies have been established to build up foundation skills now considered necessary in marketing. Importantly, these don’t just include data analytics but also change management.

Another trend is to use agencies and consulting partners to train staff, particularly around data and technology manipulation. Disrupting team thinking was also prevalent, and everything from partnering with startups to boot camps, participating in external conferences and cross-functional collaboration cropped up.

Data and analytics nevertheless topped the list of skills most in demand. Most CMOs have recruited data analytics and insights specialists. This, in turn, has triggered restructures to marketing insights, customer research and traditional below-the-line teams.

Others hired in skills, and several CMOs agreed diversity in thinking and bringing individuals from non-marketing backgrounds were vital. There is a growing trend towards bringing in in-house execution capabilities previously provided by agencies, such as creative and social media management, primarily for the purpose of improving responsiveness and optimisation.

Whatever form marketing takes from here, or the skillsets that need to be developed, what shone through this year’s CMO50 list is the importance of the people doing the work every day. Marketing is the ultimate team sport, and every CMO who entered recognised the importance of staff in accomplishing brand and strategic objectives now and into the future.