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

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

Does Magento have any progressive web apps?

libertylady

​Adobe aims to compete with the big guns in digital commerce

Read more

According to the executive manager for commercial and marketing within the Events Melbourne team, Lucan Creamer, the City’s vision for th...

Armstrongsmith

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

The key difference is designers no longer have to spend all their time translating their ideas into digital models, which is the grunt wo...

Armstrongsmith

What automated design is going to do to 3D printing and product customisation

Read more

The four financial-oriented metrics employed are return on marketing investment; revenue per customer; marketing expenditure versus budge...

Armstrongsmith

Report: Accountability key to marketing's influence in business

Read more

When you cooperate with leading brands you have the upper hand. For example, I have been using help of the Best Reviewer for long now and...

Birdie Wyatt

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

Read more

Latest Podcast

More podcasts

Sign in