Former World Vision CMO launches growth advisory business

New training and advisory outfit Arktic Fox to provide transformation and growth support for organisations and CMOs

Teresa Sperti
Teresa Sperti

Former World Vision chief marketing, product and data officer, Teresa Sperti, has launched a new transformation and growth advisory and training organisation, Arktic Fox.

The advisory focuses on strategy, capability, enablement and change and is aimed at assisting senior leaders to realise their transformation and growth ambitions. 

Sperti told CMO the last 12 months in her previous role with World Vision gave her a unique perspective on the challenges CMOs face in grappling with the landscape of change that organisations are in. After consulting many marketing leaders, Sperti learnt how many find it challenging to navigate the current digital landscape and realised there needed to be a space for genuine discussions within the industry.

Sperti, who has led significant change and growth initiatives not only at World Vision but also Officeworks, and has also worked for Coles and realestateview.com, saw an opportunity to support senior marketing leaders navigate the change within organisations today. 

“I saw how challenging it is to be a CMO in these times and to drive that change, particularly in areas such as digital, where they may not have the skills and expertise,” she said.

Arktic Fox will act as coach and adviser, rather than take an agency role, in helping senior leaders navigate the change agenda within their organisations. The ambitions is to be agnostic in the advice given to senior leaders to help them solve organisational problems.

“Agencies work deep into teams and Arktic Fox is focused on partnering with the senior leader, not to deliver creative or tools. We are there to coach and guide,” Sperti said. “There’s quite a significant shift happening as organisations are under pressure to reduce costs and drive growth and marketing teams are looking at the best approach to deliver.

"We can provide advice that is independent, like in-housing for example, because we don’t have an agency bias.”

Sperti also explained the focus of Arktic Fox is on how to help organisations get internal traction for change.
“They may not understand there are fundamental shifts that need to happen across strategic enablers - people, process and technology - and we have a strong focus on the how because that’s what’s going to determine whether or not the organisation is going to make the shifts that are required to embed that change and enable those initiatives to thrive,” Sperti said.

One of the biggest triggers for change is the swathe of marketing technology coming into marketing functions.  It’s often cited by marketing leaders as a critical part of transformation efforts, but also one of the challenges. 

According to Sperti, martech needs to be driven by strategy, rather than just the tech itself. “There is a large cohort of very savvy senior marketing leaders who have commercial acumen and understand the true value of marketing beyond communications but feel very exposed in the current climate," she commented. 

“CMOs are experiencing an unprecedented amount of pressure and are challenged by navigating the changing landscape and we hope to make their job a little bit easier.”

Sperti's business launch comes just a few months after fellow CMO50 honorary and former Curtin university marketing leader, Tyron Hayes, debuted Growth Generators, also designed to bridge the gap between strategy and execution.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

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

More Videos

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

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in