Real estate site adds to growing media and marketing team by appointing first executive-level marketing chief
REA Group has recruited its first chief marketing officer, appointing former NBN Co marketer, Kieran Cooney, as part of efforts to extend the brand’s reach.
Cooney has more than 20 years’ experience in marketing and telecommunications roles and was most recently the CEO of Omnicom Interbrand. Prior to this, he was the CMO of the National Broadband Network operator, NBN Co, and held a similar post at telecom New Zealand.
Cooney will sit on the executive leadership team and report directly to REA Group CEO, Tracey Fellows.
“The creation of the CMO role was designed to support REA Group’s expanding global footprint as well as its growth into property related services,” Fellows said in a statement. “Over the years, realestate.com.au has grown to become a much loved brand among people looking to sell, rent or buy their home. There’s a tremendous opportunity to build on that brand in sectors that represent a natural extension of what we do well.”
Cooney said he was attracted to the opportunity partly because of the REA Group leadership team.
“The opportunity to be part of a business with a clear ambition to help people navigate some of the biggest decisions of their lives was very appealing,” he added.
As a result of the introduction of the CMO role, REA’s executive GM of media, Elizabeth Minogue, who previously also oversaw the marketing function, will narrow her focus to media only, and is tasked with growing the group’s media and news plus lifestyle content globally.
REA Group has made a number of senior staff changes in the past six or so months, aimed at expanding its media and marketing capabilities. These include the appointment of former MCN digital director, Kath Sroka, as executive manager of marketing, along with former ARN digital director, Sarah-Belle Murphy, as executive manager of media product.
Former Foxtel head of digital, Mark Roppolo, also joined the group late last year as the first executive manager of content and production.
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I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.
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