Starts at 60 brings on first chief marketing officer

Over 55s media brand bolsters marketing team as it looks to address this underserved demographic

Starts at 60 team including new CMO, Claire Taylor (centre, jeans)
Starts at 60 team including new CMO, Claire Taylor (centre, jeans)

Over 55s media brand, Starts at 60, has brought on its first chief marketing officer as it grows its marketing might in preparation for 2022.  

Claire Taylor has joined the media company as CMO, bringing with her more than 20 years’ expertise largely across the agency ecosystem. Her previous roles include strategy, planning and sales and marketing management for the likes of Dentsu Aegis Network, GroupM, McCann, PHD and Naked Communications. Brands she’s worked with during her career include Unilever, GSK, Aldi, Jetstar, Google, Lazada and LVMH.  

Starts at 60 founder and CEO, Rebecca Wilson, said it was exciting to recruit an individual with such a breadth of marketing and leadership experience.  

“Claire will lead our own audience and customer-centric expansion, focusing on the strategic growth of the integrated marketing team, which media clients can tap into alongside our own fast-growing ecommerce and travel pillars. 2022 is a big year for digital savvy over 55s and for Starts at 60,” she said.

The introduction of a CMO indicated the value placed on the group’s consumer-first approach to content and product marketing, Wilson continued. 

“The digitally savvy over-55s market has been crying out for brands and marketers to speak to them with respect and put them ‘in the picture’ for years,” she added.

Taylor also acknowledged the lack of emphasis still placed on this lucrative, dynamic demographic.

“Being a part of a team that is determined to celebrate and grow with this widely overlooked group of Aussies is incredibly exciting,” she commented. “Starts at 60 is number one for a reason, combining a datasphere of knowledge with a broad range of expertise.” 

Taylor’s appointment has been complemented by two new senior marketing coordinators, Louisa Hervin and Nina Reinhart. As an example of where Starts at 60 is putting its emphasis now, Taylor said her team is examining the ongoing impact of Covid-19 and how this is affecting digitally savvy over-55s.

“Furthermore, we are taking a fresh look at how this is reshaping their travel plans for 2022, which is a hot topic, as many are keen to get booking in January,” she said.   

Starts at 60 was founded in 2013 and focuses specifically on the Boomer, digitally savvy over 55s consumer space. Now chalking up more than 1 million monthly active users, the group has also launched additional brands in its portfolio including Travel at 60 and the Starts at 60 Marketplace.  

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