World Vision hires its first CMO

Former Officeworks head of CRM and digital marketing takes up chief marketing officer's role to help charity tackle digital change

World Vision has recruited Officeworks former CRM and digital marketing leader, Teresa Sperti, as its first chief marketing officer in a bid to ramp up digital investment and deepen ties with its supporters.

Sperti was most recently with retailer, Officeworks, where she was responsible for leading national CRM and digital marketing strategy and played a key role in spearheading digital transformation. Prior to joining the retailer three years ago, she spent two years in Coles’ liquor division as a marketing manager across digital, ecommerce and loyalty.

Her resume also includes a stint as head of marketing and product for realestateview.com.au, and The IT Job Board in the UK.

World Vision CEO, Claire Rogers, said Sperti’s track record in digital change and content marketing would greatly assist the organisation better connect with the next generation of supporters in Australia.

“Teresa has over a decade’s experience in the digital space and has demonstrated a clear passion and gift in leveraging technology and digital innovation to deliver new ways to connect and engage with audiences,” Rogers said.

“Under her leadership, World Vision is well-positioned to build on its existing strengths and to meet the future demands of a rapidly evolving and agile market place.”

The CMO role is a newly created one, and follows Rogers’ own appointment as CEO of World Vision last November after leading digital banking at ANZ. Rogers replaced well-known and long-serving World Vision leader, Tim Costello, who has since taken the role of chief advocate for the organisation.

Sperti said she was excited about the opportunity to join World Vision at a time when the charity sector is facing substantial change and ever-increasing competition, and is looking to digital investment in order to cope. Her remit includes acquisition, retention, content, solutions design, creative, analytics and insight.

“Supporters are drowning in a sea of information and are constantly bombarded for donations,” Sperti commented. “More than ever, we need to reach supporters in a personalised way – making the World Vision experience poignant and relevant to each person’s individual life journey.”

Sperti told CMO Rogers’ appointment had set the tone for where the organisation is prioritising its energies and efforts.

“What is appealing is when you have a board that appoints a CEO with a digital mandate – it demonstrates an appetite for investment and change in the organisation,” she said. “That aligns with my sweet spot and passion points from a marketing perspective. It’s also a role where I can make a difference.

“There are few opportunities to do what you love and equally, make an impact, and I got that opportunity. It was also time for me to take the next step and take on a more senior role.”

Digital will allow World Vision to explore and demonstrate how support contributions are making a difference to the most vulnerable of communities and enable Australians to see their impact in real time, Sperti said.

Sperti is based out of the head office in Melbourne and officially started as CMO on 8 May.

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 can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

​ Coronavirus is rapidly changing customer behaviour: Is your marketing team adapting quickly enough?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in