How the pandemic revealed the antidote to marketing’s image problem
What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.
Catch Group combines commercial and marketing role
Retailer confirms its chief commercial officer will take on an extended leadership remit including marketing
-
Nadia Cameron (CMO)
Catch Group has confirmed Jason Bagg as its new chief marketing and commercial officer in a newly combined role that incorporates marketing, customer strategy and loyalty programs.
Bagg joined the Australian retailer in early 2020 as its chief commercial officer and has reportedly played a significant role across Catch’s growth strategy. He was also part of the team working on the ‘Everyday Aussie’ campaign launched last year, which released a fresh tranche of TV ads on 11 July.
In a statement, the company said combining the commercial role with the marketing leadership position is about elevating customer experience and cross-functionality across the business. The new role ensures an end-to-end view of the customer journey.
Credit: Catch Group Bagg’s appointment follows the departure of former CMO, Ryan Gracie, last month to become the new chief marketing officer of ASX-listed retailer, MyDeal.
Catch said the evolution of its brand is something Bagg is firmly focused on growing and developing, and that the integration of teams will accelerate Catch’s vision to be a trusted choice for Aussie shoppers.
“I joined Catch in early 2020, and it’s been a fantastic experience to see the brand grow and develop over the past year-and-a-half,” Bagg said. “I’m looking forward to doubling down on our commitment to our customers, investing in Catch’s brand and leveraging data and analytics to create a world-class online shopping experience for all Australians.”
Bagg’s professional career starting in investment banking at Macquarie, where we worked in market analysis and business development of high-growth businesses. He was also a founding team member at Uber in Australia when it launched locally in 2013, in operations management, and has invested in multiple businesses over recent years, from ridesharing vehicle financier, Easicar & Stride, to self-storage startup, Boxly.
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
Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...
Iggy Pintado
Introducing Return on Outcome (ROO) - Brand science - CMO Australia
Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.
Iggy Pintado
Introducing Return on Outcome (ROO) - Brand science - CMO Australia
Beautiful article.
Hodlbaba
15 brands jumping into NFTs
"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...
Nate Ginsburg
Why the newest member of BT’s contact centre is a chatbot
As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...
Anna Duda
Report: 10 digital commerce trends here to stay