ABC Innovation appoints first head of strategy to bolster digital might

Louise O'Donnell takes up one of three new executive roles created to help the digital and mobile business unit better its audience engagement approach

Louise O'Donnell
Louise O'Donnell

ABC Innovation, ABC’s digital and mobile business, has appointed its first head of strategy as part of a leadership restructure aimed at improving its customer centricity.

Louise O’Donnell takes up the newly created role on 18 August and was most recently digital director for Hoodlum, as well as strategic project director consultant for Network Ten creating its new TenPlay cross-platform offerings.

She has 17 years’ experience in digital strategy including a stint as project director for YouTube Symphony Orchestra in 2011, which generated more than 33 million streams. She also covered digital and broadcasting at the Sydney Opera House, was national head of digital and interactive for Leo Burnett, and set up the Australian platform for Big Brother Interactive while working as executive producer of Southern Star Endemol.

In a statement, ABC Innovation director, Angela Clark, said O’Donnell was taking up one of three roles created to emphasis the group’s core capabilities in design, strategy, product management and development. The changes are also about ensuring the unit develops online and mobile offerings “in a way that is audience and product focused”, she said.

ABC Innovation looks after ABC’s website, its mobile app properties, and generates digital media content for online, mobile and emerging platforms. Recent initiatives included the launch of the tablet app, The Brief; as well as partnerships with Australian galleries, museums and libraries for ABC Splash, an education portal which presents archival documents, artworks, artefacts and Shakespearian works in digital form.

The other two roles being created are head of user experience and service design, which will oversee user experience and design as an integrated team; and enterprise product lead, which will manage the ABC’s homepage, apps, header, footer and search.

The changes follow the departure of the first head of online and mobile, Mark Dando, who joined ABC Innovation in 2012.

“Louise brings a wealth of knowledge and experience to the team, having pretty much covered the full spectrum from digital strategy in TV, radio to content – kids, interactive storytelling, drama, local news and arts as well as digital marketing and advertising,” Clark commented.

O’Donnell welcomed the opportunity to work on ABC Innovation’s new projects and partnerships.

“My background is in broadcast and digital production, driving audience engagement through integrated communications strategies and seamless user experience, so I’ll be able to apply many facets of this to the ABC’s digital offerings,” she said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s 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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in