CMO50 One to Watch joins Rawson Group as head of marketing

Former Aurora Expeditions marketer joins homebuilding group

Former Aurora Expeditions head of marketing and CMO50 One to Watch, Victoria Primrose, has joined Rawson Group as group head of marketing.  

The new role sees Primrose driving strategic development and marketing strategy for the Rawson Group brands, which includes Rawson Homes, Thrive Homes, Rawson Communities and Mint Loans. She reports to general manager of sales, marketing and product, Doug Phillips, and is replacing Alex Pettigrew, who has been promoted to the newly created role of general manager of strategy and customer experience.  

“I was attracted to the Rawson Group because of its genuine commitment to employees, which to ensures the right foundation is in place to deliver excellent customer service,” Primrose told CMO. “The team definitely walks the walk. The Rawson Homes’ recent ‘Three birds dream home’ campaign was also a truly innovative campaign within the home building sector. I am excited at the opportunity to bring further innovation.  

“In addition, I love the idea of working in a sector that adds real value to people's lives. It doesn't get much better than building someone's forever home.”  

Victoria PrimroseCredit: Victoria Primrose
Victoria Primrose


Primrose said she’ll be drawing on her experience in a diverse range of industries for the new position. Most recently, Primrose was head of marketing for Aurora Expeditions for three years, a role which saw her recognised as a ‘One to watch’ in the CMO50 2020 edition. The travel company has recently brought on its first c-level marketing chief

Primrose also boasts of experience across travel, FMCG, retail media and fintech, working for organisations such as Shopper, MoneySuperMarket, Lindt & Sprungli and Johnson & Johnson.  

“This new role is very multifaceted and requires strong skills in brand, above-the-line, digital, CX and retail strategy,” she continued. “I will also be bringing an understanding of products with a lengthy consideration period and purchase to usage timeframe, as well as drivers of big-ticket item purchases.  

“My experience in consulting has also allowed me to get up to speed on a completely new industry quickly, and I really enjoy the learning process.”  

While there’s no doubt plenty to do, the first task for Primrose is to get up to speed on the construction/home building sector. She’s also working to finalise plans for 2022 against the changing market environment and plans to recruit for newly created roles in an expanding marketing team.

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!

Or

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
cmo-xs-promo

Latest Videos

More Videos

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

Read more

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

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"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

Read more

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

Read more

Blog Posts

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.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in