Appointment fills the gap left by the departure of Vicki Brady last December
Optus has appointed a new permanent chief of consumer marketing and product, filling the gap left by the departure of Vicki Brady.
Ben White has been acting in the post of managing director, marketing and product for Optus’ consumer business since December, comes with 10 years’ experience with the telco in a variety of roles, including VP of products and devices, VP of mobile marketing and head of sales, Optus Wholesale.
The current role sees White responsible for consumer mobile and fixed products, TV and entertainment services, brand and communications, analytics and insights and innovation across consumer and SMB segments. He also has oversight across wholly-owned brands, Virgin Mobile and Vividwireless.
White will report directly to Optus CEO, Allen Lew, as part of the executive team, and was chosen after a global search.
“Ben’s deep knowledge of Optus and the Australian telecommunications market will ensure we are well positioned to drive consideration of Optus by delivering innovation solutions that entertain customers and enhance their lives,”Lew said in a statement. “With his extensive product and marketing background, Ben is well-placed to lead the next phase of our transformation starting with the launch of the English Premier League.”
White said he was excited to be taking up the role permanently. In recent months, Optus said White had been instrumental in Optus’ recent Yes TV by Fetch, Optus Music, Home Wireless Broadband, and our refreshed brand efforts.
“This is an exciting time to be part of Optus and I look forward to leading the team as we continue to transform our brand into a mobile-led entertainment business,” he said.
Brady was appointed as head of marketing and product in April last year after three years as MD of customer. She was poached by Telstra last year to become group MD of consumer and will start this role in coming weeks.
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
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.
The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.
ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.
Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...
Martin Valovič
Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey
I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...
Catherine Stenson
Have customers really changed? - Marketing edge - CMO Australia
The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.
Joe Hawks
Data privacy 2021: What should be front and centre for the CMO right now
Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online
Joe Hawks
The new rules of Millennial marketing in 2021
In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...
Fred Lawrence
DoorDash launches in Australia