Helloworld scraps CMO role

Travel retailer confirms departure of chief marketing officer, Kim Portrate, following internal review

Helloworld has confirmed its decision to scrap the chief marketing officer role within its business, a decision that has seen Kim Portrate leave the travel retailer.

In a statement, Helloworld managing director and CEO, Andrew Burnes, confirmed Portrate had left the company last Friday following an internal review.

Kim Portrate
Kim Portrate


“As part of the review into our operations and structures, I have made the decision to have the marketing team report directly into the retail division and as a result, the role of chief marketing officer has been removed,” he said. This sees marketing report directly to Julie Primmer.

Portrate joined Helloworld in July 2013 after spending five years at Tourism Australia and was charged with managing the group’s brand and customer service transformation. The mammoth task involved consolidating five 40-year-old legacy travel brands, as well as managing hundreds of supplier and SMB franchise relationships.

Portrate was also the executive sponsor and project leader for a program of work to create Helloworld’s first unified CRM system, out of 18 separate legacy systems, 450 databases and five technology platforms.

“Kim has been a major contributor to the brand transformation and a valued part of our executive team and I would like to take this opportunity to thank Kim for the hard work and commitment she has shown in working for Helloworld,” Burnes said.

Burnes also highlighted two other departures over the past two weeks, including general counsel and company secretary, Stephanie Belton, and general manager of corporate development, Andrea Slark. In addition, Helloworld’s CFO, Jenny Macdonald, is leaving the organisation at the end of April after an 18-month stint following its complete integration with AOT group.

Helloworld posted its half-year results for the six months to 31 December 2015 this week, reporting total transaction values of $2.43 billion, a rise of 5.4 per cent year-on-year. The group also reported revenue of $139m, down 0.4 per cent, and an EBITDA of $8.1 million, a drop of 3.2 per cent.

Kim Portrate was named one of CMO’s 50 most innovative marketers for 2015. You can find her full profile here.


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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

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

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

Latest Podcast

More podcasts

Sign in