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

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

Thank you for sharing such an informative post about Yoga Mats.....At Gravolite we also offers Yoga Mats at very affordable prices. For m...

Yogamats India

APN confirms $500m bid for Adshel

Read more

The advancement of AI will make most of human jobs obsolete in the coming 10 to 20 years. Protecting or try to save jobs will make the h...

vallab01

Aussie futurist: Personal AI will be a reality in five years

Read more

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

Latest Podcast

More podcasts

Sign in