Tourism Australia appoints first GM of digital transformation

Tourism promotional group selects its CFO to lead its next phase of digital transformation

Tourism Australia has appointed its chief financial officer as the first general manager for digital transformation as it looks to ramp up its digital focus.

John Mackenney has been the group’s finance chief for more than three years and previously worked in finance teams across a range of government agencies. He takes up his new post as GM of digital transformation from 1 September and will report directly to Tourism Australia’s CMO, Lisa Ronson.

In an email sighted by CMO, Ronson said the appointment followed a restructure of the marketing function announced at the end of May and effective from 20 July, to enable greater focus on key areas, a significant one of which was digital.

The functional changes see marketing now operating in three teams: Global consumer marketing, digital transformation, and global media and PR. Mackenney's team includes the social and content teams and will focus upon digital and mobile.

“John has done an outstanding job as our CFO as well as taking the lead on our digital analytics, and playing a role in the digital transformation program to date,” the statement from Ronson read. “John will be an outstanding addition to the marketing team.”

The group had been conducting both an internal and external search for someone to fill the new digital transformation role.

A spokesperson for Tourism Australia said the global consumer marketing team, headed up Matt McInnes, continues to be primary custodian of the destination brand and drive the development of marketing strategy, communications and marketing campaigns.

The global media and PR team then brings together media strategy, international public relations, broadcast, advocacy and events activities. The spokesperson said a leader for this team will be announced shortly.

In March, Tourism Australia launched its new digital platform, Australia.com in partnership with digital agency, DT Digital, after 18 months’ worth of work. The site, which features 700 pages of information in 11 languages, takes a more newsroom-style approach to delivering content.

The changes come five months after Ronson joined Tourism Australia as CMO, replacing former CMO and now Redballoon CEO, Nick Baker. She was previously head of marketing services as Westpac.

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

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in