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

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in