Updated: Cruickshank switches Domain for REA Group

Domain's chief marketing and content officer switches sides to join the realestate.com.au business owner

Melina Cruickshank
Melina Cruickshank

Melina Cruickshank has jumped ship from Domain and joined dominant rival player, REA Group, as its new chief marketing and content officer.

Cruickshank has spent the past four years as chief marketing and editorial officer at Domain, which spun out of the Fairfax business and listed on the Australian Stock Exchange in its own right 12 months ago with a market valuation of $2.2 billion.

Cruickshank’s defection was announced just days after the historic $4.2 billion merger of Nine and Fairfax was given the go-head by the Federal Court of Australia. The businesses begin operating as one entity from 10 December.

Cruickshank is directly reporting into REA Group CEO, Tracey Fellows, who is stepping down in January to take up a role with News Corp overseeing global digital real estate, based out of New York. The post sees Fellows continuing to work with the REA business.  

REA’s CMO appointment comes after it lost its former marketing and content chief, Kieran Cooney, to Foxtel in October, as well as EGM of media and content, Elizabeth Minogue, in August.

Cruickshank said it was a difficult decision to leave Domain. “I’ve enjoyed my time here and am grateful for the opportunities I’ve been given,” she said.

“The transition offers a global role for the industry leader, and I’m excited about stepping up to lead teams at that level. I also have enormous respect for Tracey and the REA executive team and am excited to work with them.”

Prior to her current stint at Domain, Cruickshank was group director of Life Media at Fairfax leading product and commercial content teams. During this time, the division launched digital brands such as Traveller, daily Life, Executive Style and Good Food. She also worked across Domain original as a product director. Her resume also includes product and digital roles with Southcorp Wines and View Digital communications in the UK.

Fellows said Cruickshank was a standout candidate and she was delighted to see her joining the REA team.

“Melina is passionate about this sector and has a track record of success leading teams and growing product and content revenue streams in Australia and abroad,” she said. “Melina will drive our global marketing and content strategy, working with our talent teams in Australia and around the globe.”

In a statement to employees, Domain Group CEO, Jason Pellegrino, thanked Cruickshank for 13 years with Fairfax and Domain. In the interim, the content and audience teams are reporting directly to Pellegrino.

"In this fast-moving environment  it makes sense for her and Domain to make a change now," he stated. "We know there will be great competition internally and externally to be the new person in the role. We will keep you briefed on the process."

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