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

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

In 2019 Augmented Reality plays a vital role in marketing campaign its new way to engaged user with digital content. Try Augmented Realit...

hill william

Predictions: 9 digital marketing trends for 2019

Read more

Latest Podcast

More podcasts

Sign in