National Heart Foundation undergoes historic changes

New CMO, Chris Taylor, works to bring marketing function into one operation, aims to relaunch brand before end of year

Chris Taylor
Chris Taylor

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.

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

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in