Jetset appoints CMO to lead customer and brand transformation

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

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Latest Podcast

More podcasts

Sign in