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!

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

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in