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

Latest Videos

More Videos

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Blog Posts

The role of the CMO in cybersecurity

CMOs have an important role to play in mitigating risk and responding to cybersecurity.

Claire Pales and Anna Leibel

Authors, The Secure Board

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Sign in