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

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Why CMOs need a clear voice strategy to connect with their customers

Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.

Guy Munro

Head of innovation and technology, Paper + Spark

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Sign in