National Heart Foundation undergoes historic changes

National Heart Foundation CMO, Chris Taylor, is carving out a new consolidated marketing strategy amid sweeping transformational changes to the organisational structure. The aim is to develop a single marketing function for the national body for the first time.

“It’s a structural transformation unusual in charity and not-for-profit,” Taylor told CMO. “As of 1 July, it will become one organisation.

“This is a significant change as the Heart Foundation seeks to focus resources to achieve our vision of an Australia free of heart disease.”

Historically, the heart foundation in Australia has had a federated structure of eight state and territory divisions, each with its own board and CEO. Taylor said the unified organisation will be led by the national CEO, adjunct professor John Kelly. 

The Heart Foundation is a not-for-profit organisation dedicated to fighting the single biggest killer of Australians – heart disease. For close to 60 years, it’s led the battle to save lives and improve the heart health of all Australians. It has a total of 300 staff, with offices in each Australian capital city.

Taylor said the foundation is also in the midst of a tender process to find a new creative agency and aims to relaunch the brand before the end of the year via an integrated campaign.

Taylor, who’s formerly head of marketing, WooliesX, and was previously Woolworths’ head of services brand and marketing, joined the National Heart Foundation in March and is helping to spearhead massive changes across the marketing function.

Taylor's immediate marketing plans are to build a high performing/commercially focused marketing team to meet the objectives of its three-year 'One Heart’ strategic plan; as well as work on the brand relaunch. He also plans to evolve its digital assets to deliver a data driven, connected and personalised customer experience.

During the last 12 weeks, Taylor has been accessing the overall marketing staff and placing them into appropriate roles. He also plans to hire 15 people in the marketing team across brand management, direct marketing, SEO/SEM, marketing insights, and social media. 

“I’m keen to try to attract as many high performance marketers as I can,” he said.

“When talking to potential candidates about joining the team, I point out it’s a rare opportunity to be part of a transformational marketing change and at such an iconic and well-known Australian brand. Not only do they get the chance to work for a brand with a deep purpose, but it can be a real stepping stone in their career development."

As CMO, Taylor said he's tasked with owning and executing the Heart Foundation brand strategy to drive profitable revenue growth and stakeholder engagement; as well as lead the strategic direction and develop integrated multi-channel marketing and communications plans.

He is also charged with establishing a targeted digital team to manage communications across traditional and new digital channels and develop digital analytics and CRM strategies and platforms.

- Chris Taylor will be sharing his restructuring approach as part of a panel discussion at this year's CMO Momentum conference on 4 July. We have some last tickets available, for more information, click here.

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