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

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in