Revealing the CMO50 list for 2017

We present the 50 most innovative and effective CMOs in Australia

Gambling, broadcasting and aviation have taken top three honours in this year’s third-annual CMO50 list.

The CMO50 annual list is aimed at recognising Australia’s 50 most innovative Chief Marketing Officers driving business impact within their organisation. This year’s program is brought to readers by our exclusive sponsor, Adobe.

Now in its third year, this annual list recognises those leading the marketing function who are demonstrating innovative, strategic thinking, driving business change and commercial success, showcasing modern marketing leadership, and enabling greater collaboration and better customer engagement as a result.

This year’s top spot was secured by Sportsbet chief commercial officer, Barni Evans, making his third appearance in the list managing a team of 185 staff. Evans highlighted three trends that have transformed marketing over the past three years: Personalisation, automation and social.

“On the personalisation side, we have a vision of creating a unique experience for every customer,” he told CMO, adding that as a pure-play online business, Sportsbet has the ability to tap into more than 260 million digital transactions per year. “We know who they are, and therefore what they like. If we’re smart, we should be able to provide them with what they’re interested in.”

Initiatives helping his team include elevating the analytics team to report to the CEO and introducing a specific personalisation team; investing in technology infrastructure to help automate tailored interactions; putting Sportsbet’s trading functions at the centre of the organisational workflow and harnessing social, Evans said.

Second on this year’s CMO50 list is ABC director of audiences, Leisa Bacon, who recently gained responsibility for the broadcaster’s wider audiences team consisting of service design and user experience, local and international audience strategy and digital prioritisation. Among her achievements are turning the ABC’s ‘War on Waste’ program into a socially impactful movement that has changed consumer attitudes.

In third position this year is Qantas CMO, Stephanie Tully, one of many in the CMO50 to have gravitated to marketing from a non-marketing professional background. With the increased commercial and data-driven bent, as well as growing remit of marketers today, Tully suggested “marketing is more exciting for it”.

The full list of CMO50 for 2017 is now available online: View the full profiles of all of our CMO here.

Across the top 10, marketing chiefs represented a range of industry sectors, from education to insurance, financial services, IT, entertainment and retail. Across the wider 50, there was also a mix of industry as well as size of marketing function, with the majority of entrants managing teams of 50 to 100 staff (29 per cent).

A significant takeaway from this year’s list was just how wide the marketer’s sphere of influence is becoming. Growing responsibility could be seen across digital product and strategy, customer experience, sales and innovation, and nominees this year painted marketers as collaborations, from customer service to HR, IT, sales, finance, digital, innovation and even legal.

Overall, the 2017 CMO50 received a record amount of entries, and 28 of those listed in the 2017 CMO50 are new entrants. Notably, 74 per cent report directly to the CEO, up from 56 per cent across our 2016 list. This year’s CMO50 list was defined by a 12-strong judging panel, details of which can be found here.

To celebrate, more than 80 of the cream of Australia’s leadership crop attended a gala CMO50 dinner in Sydney on 19 October to recognise the achievements of their peers as well as hear from this year’s top 10 marketing leaders.

First pictures from our CMO50 event are now up online.

And check out our who's who slideshow too

You can find the full list, along with detailed profiles of this year’s most innovative and effective CMOs, in our dedicated CMO50 portal.

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

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

Latest Podcast

More podcasts

Sign in