New GM marketing appointed at Fitness & Lifestyle Group

Former Audible head of content marketing and brand joins fitness group to champion marketing across portfolio of brands

Audible’s director of brand and content marketing has switched audiobooks for the fitness sector and joined Fitness & Lifestyle Group as its new general manager of marketing and PR for A/NZ.

Sara Dunseath has spent the last past five years with Audible, initially commencing as marketing director with the Amazon-owned business. Her resume also includes senior marketing positions with HR tech startup, LiveHire, Gumtree Australia and Carnival Australia.

Dunseath told CMO she saw it as an exciting time to be working in the health and wellness industry.

“Covid-19 has had a significant impact on how we value our health. I am deeply passionate about the industry, and fitness has always played a pivotal role in my life. It's helped me get through the hard times and I've experienced the positive impacts it has on my energy and mental health,” she said. “So when the prospect came up to join Fitness & Lifestyle Group, whose core purpose is ‘to make a meaningful, positive impact in people's lives through innovative and diversified health and wellness offerings across physical and digital platforms’, it was an opportunity I had to explore.”

Dunseath is indirectly replacing previous GM marketing at Fitness & Lifestyle Group, Matt Fletcher, with a broadened remit. Reporting to the A/NZ CEO, she’s responsible for leading the marketing of the A/NZ businesses’ core brands, which include Fitness First, Goodlife, Zap Fitness, Barry's Bootcamp and Jetts NZ. This includes brand and retail marketing, sales and lead generation, digital and ecommerce, member acquisition and retention programs, communication and public relations, market research, operational and capital expense budgeting, and the training and management of the FLG Marketing team. She'll also oversee insights, which is moving into marketing for the first time.

Dunseath highlighted her experiences over the past decade working for several well-loved brands as providing key learnings for how to tackle the new role.

“P&O Cruise was the training ground where I cut my teeth on brand and retail strategy. At Gumtree, I led the shift from a traditional marketing culture to an integrated and customer-centric culture, leading a customer segmentation strategy and developing the CRM vision and plan,” she explained.

“Over the last five years at Audible, I was fortunate to work across multiple roles [director of marketing, director of engagement and retention and director of brand and content marketing]. As a result, I've directed a gamut of local and international projects, from overhauling the local membership offering, launching the Audible Originals program in Australia and leading the recommendation to evolve the brand management and creative services marketing practice on a global scale.”

Like all marketers, Dunseath also recognises she’s going to need to navigate the impacts of Covid and how it has evolved and changed customer behaviour.

“Being customer-obsessed and curious, I am focussing my energy on getting close to the customer and understanding the drivers and barriers of getting Aussies and Kiwis back into our gyms,” she added.

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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

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 ...

jackson13

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

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