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

Latest Videos

More Videos

More Brand Posts

What a great help! You can also use apps like Connecteam to establish great leadership. Not only that your management of employees would ...

Kimberly Wise

Why kindness is the make or break for modern leadership

Read more

As an ex employee of 4 years during the growth of the company, I can say that the new management has benefitted the company tremendously,...

Harry

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

So many words, so little business benefit.

Brett Iredale

How JobAdder's CMO is bringing the human truth to B2B rebranding

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Ms Bennett joined in 2017 yet this article states she waited until late 2020 to initiate a project to update the website. The solution t...

Munstar Cook

How Super SA put customers at the heart of its digital transformation

Read more

Blog Posts

The real cost of doing customer service badly

Headlines of unacceptable waiting times to get onto Qantas will have many brand owners, chief executives and boards thinking, ‘thank goodness that is not us’. But Qantas isn’t the only company being inundated with calls with no reprieve in sight, it’s just dominating headlines right now.

Kath Blackham

CEO, Versa

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

Michelle Bowden

Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

Mark Saba

Founder and CEO, Lexigo

Sign in