Jurlique CMO departs

Global chief brand officer leaves Australian skincare brand after a two-year tenure

Andrea Martens
Andrea Martens

Jurlique global chief marketing and brand officer, Andrea Martens, has left the Australian-based skincare products manufacturer after a two-year stint.

Martens confirmed to CMO she finished with the organisation last week and was not being directly replaced.

The former Unilever marketer and products manager joined Jurlique in March 2016 to oversee the group’s 55-strong global marketing division and drive growth across the 23 markets it operates in. Prior to this, Martens spent 16 years with Unilever, working across brands such as Children’s Panadol, Banana Boat, Neutrogena, Dove, Omo and Streets. She has also previously worked for GlaxoSmithKline and FH Faulding.

Upon joining Jurlique, Martens was tasked with realising a company-wide commitment to consumer insight and data-driven marketing, strategic brand thinking and fostering creativity. It was work that earned her a place in the CMO50 in 2017.

Martens said she had originally been drawn to Jurlique to lead the development of a global brand strategy and setting up the iconic Australian brand for future success. As a South Australia, she said she also felt an affinity for the organisation, founded in the Adelaide Hills 30 years ago.

“After two years of work, the strategy is now complete,” she said. “It was an exhaustive process that brought some of the best marketing, data and creative specialists together to create a whole new brand platform for Jurlique. We identified the brand’s DNA and codes, unearthed more about our target consumer than ever before, and launched a compelling creative campaign that is already generating results in market.

“With the job down, I have no moved on from Jurlique. I wish the sales and executional teams all the best as they roll out the strategies and campaigns in the coming months.”

Martens said she’s going to take the next few months to take some time off while weighing up her next professional move, while doing adhoc consulting work.

CMO understands Jurlique's deputy CEO, Laurence Crussol, now has oversight of global brand strategy.

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

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in