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!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Educational activities is always a prestigious approaches in taking time for the smoother operational planning to implement in the long r...

ikuyo

Save the Children's marketing chief swaps not-for-profit for education

Read more

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Latest Podcast

More podcasts

Sign in