Cummins switches tax for World Vision

H&R Block marketing and digital leader to become new chief marketing officer of World Vision Australia

Louise Cummins is switching tax services for the not-for-profit sector and taking up the chief marketing officer’s post at World Vision Australia.  

Cummins has spent the last four-and-a-half years with H&R Block as marketing and digital innovations director, orchestrating a rebuild of its marketing technology and customer engagement capabilities. The work saw Cummins recognised in the 2021 edition of the CMO50 list of Australia’s most innovative and effective marketing leaders.  

Prior to this, she held marketing roles across Optus, Australia Post, MGM, Fujifilm, Seven West Media and 3M.  

Louise CumminsCredit: H&R Block
Louise Cummins


Cummins takes up the CMO reins at World Vision Australia on 28 March 2022. She fills a role left open since the departure of Maryanne Tsiatsias in July 2021 to become director of marketing at Seek A/NZ.  

Cummins is no stranger to World Vision, having previously spent four years with the international organisation. During this time, she lived in Cambodia and worked on building World Vision’s investing arm, VisionFund. She said she was excited to reignite her association with World Vision.  

“I have long admired the way World Vision Australia is driven by meaningful change and original thinking,” Cummins said. “But great ideas need great people to bring them to life, and I believe World Vision is supported by an incredible team who inspire and innovate in equal measure.”  

World Vision Australia CEO, Daniel Wordsworth said, attracting Louise was a huge coup.  

“We were incredibly impressed with Louise both personally and professionally. Not only is she a brilliant marketer with a real flair for creativity and digital innovation, she has also proved her artistic creativity by authoring a book, and has freely given much of her own time in her work for charities and not-for-profits,” he said. “And an added bonus: She’s already seen first-hand what World Vision can do working with vulnerable communities.”   

A spokesperson for H&R Block told CMO the group is currently evaluating the marketing and digital structure and will release a further update in the coming weeks.

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