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

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in