New consultancy offers part-time CMOs to mid-market corporates

Sydney-based firm boasts of corporate marketing leaders with experience across B2B, fintech and FMCG

A new executive-as-a-service consultancy is offering up part-time CMOs to mid-sized companies to help them propel their go-to-market strategies.

Sydney-based Orange Sky is being pitched as a cross between a marketing consulting firm and an executive placement service, and has four senior corporate marketers on its books, with three more to come. Founding partner, Raz Chorev, said he established the business after completing a 13-month project last year around strategy formulation and implementing.

Chorev has held a host of marketing roles over his career, both client and agency side, including global marketing director and then managing director of CXC Global, general manager of social business strategy at Kinship enterprise, social media and marketing positions with Socially Acceptable, Razor Brand Agency and Orange Line. Most recently, he was a marketing consultant to equity service firm, Stylequity Advisory.

Chorev said the new service will enable business owners to get access to large enterprise, cross-industry expertise by leveraging the knowledge of its consulting CMOs. The team boasts of experience across FMCG, B2B and fintech, and currently consists of Annie Walsh, Holly Locastro, David Goldman and Chorev.

Chorev said consultants must have a minimum of 15 years’ experience in a marketing field, with extensive corporate experience. Orange Sky’s target market, meanwhile, includes mid-sized organisations with up to $100 million in turnover and up to 300 staff in any industry.

Key challenges the team is keen to help with include growth strategies, tackling disruption, market and product expansion, and strategic roadblocks to innovation.

“The mid-market is struggling with technology adoption, so it’s a great opportunity for former corporate marketers to help those companies with adopting new tech,” he told CMO. But Chorev stressed the expertise of Orange Sky’s consultants, and the means by which organisations harness digital disruption for growth, go well beyond technology tools.

“Yes, technology is the enabler of that disruption, but it is the shake-up of old industries, changing of business models and the lack of patience consumers have for slow-moving companies, which is the major threat to incumbent market players,” he commented. “Our CMOs not only understand, but in many cases faced disruptions in their own roles, and can guide clients through the innovation process.”

A key consideration in setting up the service was the realisation that there was a lot more tangible impact that experienced marketers could have with less experienced clients, Chorev continued.

“In addition, giving the global trend of senior executives finding themselves sick of the slow decline of the corporate world, there was an opportunity to round up these highly experienced people, and let them fulfil what they really love – marketing,” he said.

Orange Sky will give its marketing consultants the opportunity to get back in the trenches by helping smaller firms, Chorev said. He also noted a rising global trend, reported on by Deloitte in 2014, which states that 40 per cent of the workforce will be contracting by 2020.

“Once you climb up the corporate level, and get to a head of marketing level in a large corporate, you find yourself going from meeting to meeting, dealing with people and budget issues, and doing less and less of what you’re really passionate about,” he said.

“Not only do we provide strategic insights, but as a collective we manage technology implementation, organise expansion and rapid growth options, preparing for potential digital disruption, and mobilise our own networks of service providers. These are benefits which a full-time junior marketer won’t be able to bring to the table.”

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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in