McDermott leaves Seafolly

CMO50 honouree steps down to pursue new challenges

After three years at the marketing helm of one of Australia’s most iconic swimwear brands, Adriane McDermott has wrapped up her role as CMO of Seafolly.

McDermott was behind the brand’s repositioning, which moved away from formulaic celebrity endorsement to embrace a more authentic narrative connected to the brand’s DNA, and as a result featured in the CMO50 list in 2018 and 2019.

In 2018, McDermott was recognised in the CMO50 after she tapped into data to uncover the most likely profile of customers to shop in-store, as well as those who booked or intended to book a holiday to someplace warm. Working with a data analytics and trading desk, Seafolly’s transactional and member database was combined a custom audience of travel intenders. The marketing team then built a much larger look-a-like audience and served up digital advertising featuring the products and creative headlines matched to the top five most popular travel destinations.

In 2019 she was recognised for her brand positioning work, which required Seafolly to rediscover its purpose and approach the category in a way that’s genuinely empowering to women both internally and externally.

During last year’s Salesforce Connections event in Sydney, McDermott joined a panel to reiterate how the swimwear brand was endeavouring to be more inclusive. She said inclusive marketing is about narrowing the gap between reality and how brands position themselves, and saw inclusivity and brand purpose as one and the same thing, and intrinsically linked to delivering exponential value and wins for every stakeholder in a business including team members, end consumers, suppliers, board members, community and the environment. It’s an idea that takes its cues from the book, Conscious Capitalism, by John Mackey and Raj Sisodia.

While at Seafolly, she launched a new brand platform, based on giving women the confidence to ‘own your folly’ with Thinkerbell, Havas, and One Green Bean. Shortly after the campaign’s launch, which achieved a significant media reach in traditional and digital channels, she pushed the brand even further with diversity of talent, even putting herself among other staff in a digital campaign to round-out the representation of women.

McDermott told CMO she is open to new opportunities and is currently offering marketing consulting and mentor-coaching services for ambitious leaders and retail brands.

“I draw on my global experience from brands including Nike, Diageo, Banana Republic, David Jones, CAMILLA and Seafolly to consult on brand positioning, retail service and customer experience design, brand marketing planning and execution,” she said.

There is no news as yet on whether Seafolly is seeking a replacement.

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

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Remote working has gained a lot of attention in the past few months. And the key driver to the smooth workflow of remote working is obvio...

varun

How to manage social media during Covid-19

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

Blog Posts

Why CMOs need a clear voice strategy to connect with their customers

Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.

Guy Munro

Head of innovation and technology, Paper + Spark

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Sign in