Optus B2B marketer becomes first CMO for SAI Global

Optus Business director of marketing's appointment at SAI is part of a global restructure of the business aimed at becoming more customer-centric

Hayley Clarke
Hayley Clarke

Optus Business director of marketing, Hayley Clarke, is leaving the telco this month to become the first global CMO for Australian-based risk management services firm, SAI Global.

SAI Global’s chief commercial officer, Paul Butcher, told CMO Clarke’s appointment is part of a group restructure which comes into effect on 1 July, and is aimed at transforming the organisation into a sales- and marketing-led business.

SAI Global listed on the ASX in 2004 after splitting from Standards Australia. Since then, the group has made 40 global acquisitions and now operates across 29 countries. It provides risk management services to a host of industries including food and agribusiness, retail, healthcare, automotive and financial services and has more than 100,000 active customers.

Read more: Digital and social transformation: From doing to being

Historically, the organisation has operated in three distinct divisions: Assurance, or auditing, certifying and registering businesses; compliance; and information services, including standards, legislation and property. But following the appointment of new CEO, Peter Mullins, last year, it began embarking on a new strategy to align what were disparate functions and silos into an integrated business, Butcher said.

“The newly created role of global marketing director is part of that strategy, and will help us take an integrated approach to market globally,” he said.

“We are transforming ourselves from being product-centric to client-centric. The two key things that will help us with that are leveraging digital technology, and developing the right leadership.”

Butcher was appointed SAI’s chief commercial officer at the same time as its new CEO came on-board and will operate across the combined risk management business when the new structure comes into effect on 1 July. He said three operational leaders will then support this structure.

Butcher also claimed that while SAI Global has many of the world’s leading experts in the risk management field, it has not previously tapped into their knowledge to better interact with clients.

“Part of the challenge and the opportunity is to make this more accessible to customers,” he said, adding Clarke’s appointment will help it make such a shift.

Clarke has more than 15 years’ experience in B2B marketing, and previously worked for IBM’s marketing function in both Australia and Asia. She joined Optus as GM of marketing communications in 2010 and took up the chief B2B marketer’s post in November 2012.

Clarke joins SAI Global on 6 July and reports directly to the CCO.

An Optus spokesperson confirmed Clarke leaves the telco this month, and said it is now conducting an internal and external search for her replacement.

More Optus news

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

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Please be alerted eHarmony is a 17+ years old obsolete site. eHarmony is only supported by a big marketing budget and not by serious scie...

FernandoArdenghi

CMO interview: eHarmony CMO reveals what it takes to foster great team relationships

Read more

Latest Podcast

More podcasts

Sign in