Village Cinemas marketing chief switches movies for holiday parks

Mohit Bhargava takes up GM of sales and marketing role with customer services responsibilities at BIG4 holiday parks

Mohit Bhargava
Mohit Bhargava

Village Roadshow marketing chief and one of the CMO50’s 2017 and 2018 top 15 performers, Mohit Bharvaga, is switching movies for holiday parks.

Bhargava is joining BIG4 Holiday Parks of Australia as its general manager of sales and marketing from mid-February, with additional responsibility over support services.

He indirectly replaces former GM of sales and marketing, Campbell Davies, who left the organisation after a three-year stint in October to take up the group GM of member services role at Associated Retailers Limited.

Bhargava has been the GM of sales and marketing at Village Roadshow for the last five years, overseeing its cinema brand, Village Entertainment, as well as Topgolf Australia. He joined the business in 2012 after working as a senior digital marketer with Nova Entertainment.

“Mohit brings with him a wealth of expertise in the entertainment and hospitality industry, particularly around marketing to families and couples, which is the lifeblood of BIG4,” said BIG4 CEO, Steven Wright. “He is highly respected and, like the holiday park industry, comes from an industry that has been subject to major disruption in recent years.

“His knowledge and extensive expertise in sales and marketing strategy, customer loyalty, data analytics, omni-channel retail and corporate partnerships provide a solid foundation for him to successfully lead BIG4’s sales and marketing activities. He has a mandate to grow BIG4’s share of the online sales and leisure accommodation market significantly.”

Bhargava summed up his biggest achievements as helping Village transform from a commodity to an experiential offering. During his time at the entertainment group, he instituted a voice-of-customer program, kicked off a new-look and data-driven customer loyalty program offering, which now contributes more than 60 per cent of revenues, helped digitise customer engagement and retail capabilities, oversaw the rollout of a customer data platform (CDP) and marketing automation, introduced new mobile-based products, and increasingly personalised the cinema-going experience. 

He also introduced Australia's first kids cinema and 4DX offering, and developed the VPremium causal dine-in cinema concept to complement Gold Class.

It was this wide array of strategic efforts that saw Bhargava ranked 8th in the 2017 CMO50 list. In fact, he quoted to CMO his CEO’s final comment on his exit email highlighting his instrumental role in designing and cultivating Village’s digital environment, including its online digital platform, as well as its strong customer loyalty program.

“I am so looking forward to commencing with BIG4,” he commented. “It’s an iconic Australian brand operating in a circa $2 billion industry with strong growth potential and event through it is the clear market leader, it is not standing still. It has great leadership and has detailed plans and budgets to aggressively grow its online presence, loyalty program and overall revenue.

“I’m excited to be able to lead BIG4 sales and marketing activities to ensure these ambitions are achieved.”

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
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in