A2 Milk Company confirms new chief marketing officer

ASX-listed FMCG company announces new CMO for later this year and confirms group marketing leader as interim CMO

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.

Edith BaileyCredit: A2
Edith Bailey

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.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also 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


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

More Videos

More Brand Posts



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...

Paul F

Driving digital marketing effectiveness

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in