A2 appoints its first CMO to drive global brand strategy

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

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
cmo-xs-promo

Latest Videos

More Videos

Focus on your customer experience not your NPS score. Fix the fucking problems and the customer support requests will go away.I currently...

Chris B

Bringing community thinking to Optus' customer service team

Read more

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

Read more

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

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

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

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

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.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

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.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in