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
Our latest CMO 2022 readiness episode on the great resignation and staff motivation and leadership is now live!
Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?
Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.
Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.
Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...
Mathieu Lecompte
ACCC takes Meta to court over scam cryptocurrency advertising
Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne
Rajat Kumar
Why flipping Status Quo Bias is the key to B2B marketing success
good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.
Tom Devid
Report: 4 ways to generate customer loyalty
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...
vikram Roy
Gartner 2022 Digital Experience Platforms reveals leading vendor players