CMO appointed group managing director, media and marketing
Telstra's chief marketing officer, Mark Buckman, will join the telco's executive committee effective immediately. Telstra announced this morning that Buckman's role will be expanded to group managing director, media and marketing.
Buckman will oversee all of the telco's brand and digital media growth activities, Telstra said in a statement.
Telstra recruited Buckman as CMO in 2010. In 2013 his role was expanded encompass digital media and IPTV. Prior to joining Telstra, Buckman spent seven years as the CMO of Commonwealth Bank.
Buckman's expanded role came as media group executive, Rick Ellis, exited Telstra. The telco's CEO, David Thodey, said the sale of 70 per cent of the Sensis directory business to Platinum Equity had significantly reduced Ellis' portfolio.
Ellis joined Telstra in early 2012. "He was a key member of the Telstra leadership team and achieved major outcomes with our Foxtel working relationship and Sensis partnership with Platinum," Thodey said in a statement.
Telstra also announced this morning that Mike Wright will take on the role of group managing director, networks.
In our latest episode of Conversations over a cuppa with CMO, we talk to Sportsbet chief executive and former CMO50 #1, Barni Evans, about lessons in the crisis and the more innovative ways it's working to keep customers engaged.
In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.
To win in customer experience, brands need to take back control of their technology.
According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.
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