A2 Milk Company confirms new chief marketing officer

The a2 Milk Company has confirmed former Danone consumer marketing director, Edith Bailey, as its new chief marketing officer to commence later this year and revealed an interim CMO in the meantime.

Bailey has spent the past 14 years with Danone, most recently as A/NZ consumer director of Danone Nutricia’s specialised nutrition division. She’s also held roles across marketing, channel and category development and has significant experience in the infant nutrition category across Australia, New Zealand, China and South East Asia.

Prior to Danone, Bailey built her marketing credentials with Pepsico, Campbell Arnotts and SC Johnson & Son.

Bailey’s appointment follows the departure of The a2 Milk Company’s chief brand and growth officer, Susan Massasso, in April. Initially brought on as CMO in 2013, Massasso left briefly but returned to the more wide-ranging role last year following the departure of short-lived chief executive, Jayne Hrdlicka, and temporary restoration of former chief, Geoff Babidge.

Credit: A2

The fresh a2 CMO posting has a remit across managing the strategic and creative direction of the brand, developing integrated marketing programs and leading consumer insights and product innovation.

The a2 Milk Company CEO and managing director, David Bortolussi, said Bailey’s extensive industry experience and track record driving growth through market-leading brands product innovation and digital marketing made her a strong candidate for CMO.

“It is essential that we continue to invest in and strengthen the a2 brand to enable us to return to growth in our core business and to capture new opportunities through innovation and new product development,” he stated.  

Bailey is due to start with the group later this year, although an official date has not been announced. In the interim, Bortolussi said group head of marketing, Janelle Tong, has been appointed CMO as a temporary step and will now sit on the executive leadership team.

Tong joined a2 in July last year and has worked in brand strategy, marketing, innovation and integrated communications. She boasts of former marketing experience across CPG brands such as Pepsico, McDonalds, British American Tobacco and Pernod Ricard locally plus in China, Hong Kong South Korea and Singapore.

Bortolussi noted that since joining The a2 Milk Company, Tong has played a key role in developing the global direction of the a2 brand and working with the regional marketing teams to optimise the marketing and communications of the brand across our key markets.

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