In a statement, CUB’s COO, Mike Walsh, said Oppy has the experience and enthusiasm to lead the marketing team through what has become a complex beer market.
“Richard has worked across every brand in the business and I am confident he will passionately lead our marketing team and become a valued member of our executive team,” he said.
Oppy has held numerous roles at CUB since he joined in 2001. Among these were playing a lead role in the relaunch of Victoria Bitter, the launch of Carlton Dry in 2007 and working across the international portfolio.
Oppy agreed one of the biggest challenges the CUB team faces is turning the beer category around.
“We know we have to be bold when it comes to innovation and make sure we’re nimble enough to deliver what drinkers want,” he said. “We will also continue delivering value for our customers.”
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.
The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.
ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.