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

Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

The ultimate battle: brand vs retailer

At the beginning every brand is pure. Every founder with a dream cherishes the brand like a newborn. But very soon that newborn goes out into the big wide world.

Simon Porter

Managing director, Havas Commerce

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

Sign in