8 Star Energy's first CMO outlines plans for global growth

Renewable energy company's first chief marketing officer shares her priority list and learnings as a leader

Launching key new products into fresh territories, setting out and implementing an overarching brand strategy and building digital customer touchpoints are just some of the priorities 8 Star Energy’s first chief marketing officer has in her sights.  

Diana Di Cecco was appointed to the clean energy company in late 2020 and has a dual reporting line to CEO, Clark McKeon, and company founder, Julian Sweeney. She brings with her more than 20 years’ experience in marketing and operations both as a marketing consultant and internal marketing chief, working across companies such as Goodyear and Dunlop Tyres, Nando’s, Specsavers, The Good Guys, Network Seven, McDonalds and Genuine Parts Company APAC.  

8 Star Energy was founded in 2018 and provides renewable energy products for residential, commercial and industrial sectors in Australia, New Zealand, Europe and the United Kingdom. The group is a licensee for several Energizer and Eveready renewable power and energy storage products and is working on a photovoltaic ecosystem proposition.  

Di Cecco told CMO she was attracted to the future growth industry of renewables and clean energy and expressed excited about the opportunity to pursue the group’s purpose.

In fact, one her lessons for other marketers is to be mindful of businesses who ‘project’ and fail to walk the talk. 

“They’re inefficient, they fuel internal politics and take all your good chi. Don’t waste time in organisations like that,” she advised.  

The newly created CMO position is global and focuses on developing a structured and strategic approach to marketing. Di Cecco noted work is underway on 8 Star Energy’s overarching strategy and putting an implementation plan in place. The Group is planning to expand on its launch markets of Australia, New Zealand, Europe and the United Kingdom in the next 12 months.  

“The team have been extremely busy preparing the business for its next steps and so we’re taking the opportunity to ensure our strategy is en pointe for each market,” Di Cecco explained. Work has also kicked off on developing integrated marketing communications for 8 Star Energy and its associated brands, most importantly to prepare for the launches of Eveready and Energizer products due for release in March and June, respectively.  

Diana Di CeccoCredit: 8 Star Energy
Diana Di Cecco

Other items on Di Cecco’s priority list include launching 8 Star Energy’s website and social media platforms and developing market segmentation. The name of the game is building brand equity through acquisition and sustainable business growth, she said. In addition, the role sees Di Cecco a key member of the team managing the Eveready and Energizer licensee partnerships.  

“There comes a time when you realise you need a special set of skills to get certain things done and so, we knew it was time to hire a CMO,” McKeon told CMO.  

“We are thrilled to have Diana on-board. She was the right choice as there are wonderful synergies between her background and our business, not to mention her intense passion for the renewable energy space. We weren’t really sure what the executive market for top marketers looked like, but we were overwhelmed with the response to the ad. In fact, Diana was one of over 100.  

“Diana was earmarked with high potential from her screening and continued with an energetic spirit that backed her professionalism throughout the interview process – she had a great story about choosing the right candidate and that they should have an ‘X-factor’, and that’s exactly what she had. It was a very tough decision but also one of the most important ones we will make in our business.”  

Another learning that’ll shape Di Cecco’s approach to the 8 Star Energy posting is “collaborating whenever you can”. “A solution is always considerably improved when it has had more than one lens and a variety of inputs,” she said.  

“Make sure you like or respect people you work with and for – they make up your ‘work family’ and you often spend more time with them than your actual family. Don’t be afraid to care, always remember their birthdays and don’t sweat the small stuff.”  

While CMOs don’t need to be aficionados, they also need a genuine interest in the industry they’re working in, Di Cecco continued. “It will make every day 3 per cent more fun,” she said.  

Lastly, Di Cecco highlighted the need to always be learning. She recently undertook a company director’s course and is in the process of completing a Master of Digital Law at Monash University.  

“No industry is stagnant and marketing techniques, in particular, evolve constantly. Make it your business to be on the front foot and seek to acquire the skills you need to be at the top of your game,” she added.  

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!


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: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family


Predictions: 14 digital marketing predictions for 2021

Read more


OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in