Former Asia-Pacific marketing director of Campbell Arnott's will join the A/NZ premium milk producer in September as its inaugural CMO to help produce a stronger brand story
Premium milk producer, A2 Corporation, has appointed former Campbell Arnott’s marketing leader, Susan Massasso, as its first chief marketing officer.
Massasso will report directly to MD and CEO, Geoff Babidge, and will help drive the globalisation and growth plans at A2. In a statement, the company said a key priority is to further develop its intellectual property (IP) and take a consistent and elevated approach to building an engaging A2 brand story worldwide.
Babidge told CMO the new role will have overall responsibility for IP and work alongside the leadership team on a wider brief of responsibilities incorporating all marketing efforts. A2 Corporation currently has eight people involved in marketing and brand IP across its three business units, Australia, China and the UK, and these will be retained.
“There are a number of tasks being performed in our three business units, which Susan will take on and which will allow us to take a more strategic view of our brand,” Babidge said. “Susan was an outstanding candidate both in terms of her qualifications and skill set in marketing, brand development and business building.”
Massasso was most recently Asia-Pacific marketing director of Campbell Arnott’s and has held a range of senior leadership roles including marketing director at Arnott’s ANZ, as well as marketing director and general manager at Campbell’s ANZ. She also spent many years at Unilever holding marketing, logistics and insight roles.
Massasso commences her new role on 23 September.
A2 Corporation is listed on the New Zealand Stock Exchange and generated annual sales of NX$62.5m in the 2012 financial year. The business underwent a strategic review in April last year and according to its October findings, plans to further develop its A2 branded dairy products portfolio, expand its infant products offerings in China, enter new international markets, and invest in additional processing capabilities in Australia and New Zealand.
It also flagged intentions to enter new product categories including yoghurt and UHT milk. The company claims its A2 milk is a $50m premium brand in Australia.
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
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
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.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Well, that's good to know that. Any other news you want to share here? I can't wait to see more.
Phil Godfrey
Queensland appoints first chief customer and digital officer
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
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
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