Kim Portrate, the former consumer marketing manager at Tourism Australia, joins the ASX-listed travel group to help drive new customer insights and experiences
ASX-listed Jetset Travelworld Group (ASX:JET) has recruited Kim Portrate as chief marketing officer (CMO) to help manage the group’s brand and customer transformation.
Portrate has spent the last five years with Tourism Australia leading the consumer marketing team in global strategy, program development and implementing activities across 17 countries. Prior to Tourism Australia, Portrate was director of insight and innovation at Carat Media Services Australia and has also worked for other agencies in Australia and the US including BBDO Worldwide and D’Arcy Worldwide.
Kim Portrate
Portrate will report directly to JTG’s CEO, Rob Gurney, and is tasked with building consumer insights to help drive transformation across the business.
“Kim comes to us with an extensive strategic planning background, stakeholder management and travel industry experience,” Gurney said in a statement. “This will be leveraged to direct and manage JTG’s marketing presence, which will make a real impact in the industry.
“A key component of our business transformation is to build consumer insights and add capabilities in terms of the development and execution of our marketing strategy. Kim has a wealth of experience in both these areas.”
JTG’s two-year business transformation commenced in September last year with a strategic review of the whole business, and is aimed at ensuring long-term success in the rapidly changing travel sector. According to the company’s half-yearly financial report, the need for transformation was prompted by the digital revolution, evolving consumer expectations across multiple communication channels, and the emergence of online travel agents.
Initiatives include benchmarking, trends assessment, consumer research and in-depth studies, along with input from franchises and suppliers. Another key focus is on better leveraging the group’s scale in both marketing and purchasing, along with building multi-channel and digital offerings to improve customer experiences.
JTG has also flagged a brand refresh supported by consolidated marketing spend, along with store renewals and developing new and exclusive products for select and niche destinations.
Read more: CMO50 #14: Kim Portrate, Helloworld
The group’s retail brand portfolio includes Jetset Travel, Harvey World Travel, Travelscene, BestFlights, United Travel and travelworld. It also manages a host of wholesale brands include Qantas Holidays, Travel Indochina, JTG Cruise Holidays, GO Holidays and ReadyRooms.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.
In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.
If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.
The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?
Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...
Bob
How Remedy is using digital marketing and commerce to drive conversion
yo nice article
Bob
6 Ways to ramp up Social Media to Your Web Design
Thanks for sharing with us. I just loved your way of presentation. I enjoyed reading this .Thanks for sharing and keep writing. It is goo...
Nisha
Cancer Council: Finding the physical-virtual engagement balance post-COVID
yes AI should be a course so many People Use AI https://g-techsolutions.com...
M Abdullah Khan
Is AI on course to take over human creativity? - Modern creative - CMO Australia
Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.
Pooja Gupta
Donut King takes in-store marketing to the next digital level