CFO World

Jurlique CMO departs

Global chief brand officer leaves Australian skincare brand after a two-year tenure
Andrea Martens

Andrea Martens

Jurlique global chief marketing and brand officer, Andrea Martens, has left the Australian-based skincare products manufacturer after a two-year stint.

Martens confirmed to CMO she finished with the organisation last week and was not being directly replaced.

The former Unilever marketer and products manager joined Jurlique in March 2016 to oversee the group’s 55-strong global marketing division and drive growth across the 23 markets it operates in. Prior to this, Martens spent 16 years with Unilever, working across brands such as Children’s Panadol, Banana Boat, Neutrogena, Dove, Omo and Streets. She has also previously worked for GlaxoSmithKline and FH Faulding.

Upon joining Jurlique, Martens was tasked with realising a company-wide commitment to consumer insight and data-driven marketing, strategic brand thinking and fostering creativity. It was work that earned her a place in the CMO50 in 2017.

Martens said she had originally been drawn to Jurlique to lead the development of a global brand strategy and setting up the iconic Australian brand for future success. As a South Australia, she said she also felt an affinity for the organisation, founded in the Adelaide Hills 30 years ago.

“After two years of work, the strategy is now complete,” she said. “It was an exhaustive process that brought some of the best marketing, data and creative specialists together to create a whole new brand platform for Jurlique. We identified the brand’s DNA and codes, unearthed more about our target consumer than ever before, and launched a compelling creative campaign that is already generating results in market.

“With the job down, I have no moved on from Jurlique. I wish the sales and executional teams all the best as they roll out the strategies and campaigns in the coming months.”

Martens said she’s going to take the next few months to take some time off while weighing up her next professional move, while doing adhoc consulting work.

CMO understands Jurlique's deputy CEO, Laurence Crussol, now has oversight of global brand strategy.

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