Nine appoints group marketing director, focuses Parsons on digital

Nine says appointment of a new group marketing director will help bring cohesiveness to consumer marketing activities

Karen Madden
Karen Madden

Nine has appointed a new group marketing director as part of an executive restructure that sees chief marketing and digital officer, Alex Parsons, focused more squarely on digital and data growth opportunities.

Newly appointed group marketing director, Karen Madden, joins Nine from News Corp, where she was general manager of trade marketing and media services. Her resume also includes senior marketing positions with Woolworths, Goodman Fielder and Coles.

Nine said her remit is to grow consumer audiences across multiple platforms by optimising and integrating all marketing activities across the media organisation. The role sees Madden working to align promotions, social and marketing teams and reporting directly to director of television, Michael Healy.

In an email to staff, Nine’s CEO, Hugh Marks, said Madden’s strong brand marketing skills will bring a new dynamic to the organisation, while the position brings a more cohesive approach across all business divisions. A spokesperson confirmed there are no further changes to the marketing functions as a result of this newly created position.

“The appointment of Karen to this group-wide marketing role reinforces our focus on creating compelling content and connecting with audiences across all our distribution platforms,” he stated. “As the Nine business continues to evolve, we felt it important to evolve our approach and centralise the focus of all our marketing activities to increase the effectiveness with which we communicate with our audiences.”

Madden was delighted to be taking up the new role. “Nine has worked hard across both television and digital to be one of the top media companies in Australia, so it’s a really exciting time to join the business,” she said.

Under the new structure, Parsons now reverts to a more focused position as chief digital officer, with a brief to continue to expand Nine’s digital offering.

“Under Alex’s leadership, Nine’s digital business continues to be a growth engine and I’m excited to see our digital properties such as 9Now, nine.com.au and 9Honey continuing to kick goals,” Marks said in his email to employees. “9Now has just ranked first across all commercial broadcast players in the Australian market in June, with 9Honey also having grown its unique audience by 20 per cent in June alone.

“The growth of our digital platforms, as well as our first-party data offering, are critical components of our business strategy going forward.”  

Parsons has already been playing an instrumental role building out Nine’s first-party data sets, as well as third-party data sharing partnerships, as part of efforts to improve and augment its audience insights and segmentation proposition.

One of the most recent data sharing partners struck by Nine is with Acxiom subsidiary, LiveRamp, to access third-party audience offerings, including 600-plus custom audience segments that can be targeted across all of the media company’s major digital properties.

Nine has also partnered with Equifax to augment its audience data with finance and insurance insights; partnered with Qantas loyalty subsidiary, Red Planet, via the Australian Premium Exchange launched by Nine and Fairfax Media with AppNexus; and gained access to in-store transactional data from data marketplace provider, Data Republic.

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

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in