CFO World

Valente joins Big Red Group

Charlotte Valente will join BRG to lead its B2B offering

After only nine months at APN Outdoor, Charlotte Valente has been appointed GM for the B2B division of the Big Red Group (BRG).

Valente left APN Outdoor in October for new challenges, following the $1.12 billion acquisition of the business by French out-of-home giant, JCDecaux. The then general manager of marketing told CMO at the time while she enjoyed her time at APN Outdoor, she decided to not continue her employment with JCDecaux.

Valente started in sales at Pacific Magazines before making the switch to marketing with a brand role at AMP Capital. From there, she worked at Creative Activation, before joining Adshel as head of strategic integration in 2013 and then becoming head of marketing.  

Valente will now head up Marketics, the distributor of Albert AI marketing technology in Australia and New Zealand for BRG, and the group's workplace experiences product Redii, from next week. 

The Big Red Group is the parent company to marketplace brands RedBalloon and Adrenaline, which was acquired in November 2018. 

In a statement, BRG said the hire of Valente is a key milestone on the growth roadmap for the company, as corporate sales represent a huge opportunity in the growing experience economy, both at home and abroad. 

Valente said in a statement she is passionate about the powerful insights good data can deliver, and about turning those insights into customer-centric solutions for business.

“I love getting under the skin of businesses and aligning solutions to their challenges, and that is exactly what this role is about. Ultimately what we’re selling at the Big Red Group is engagement - and engagement is the key to all growth,” Valente said.

“B2B brings with it a whole host of challenges and opportunities, and I am genuinely excited to lead the team as we deliver world-class marketing and employee engagement solutions to businesses across Australia and New Zealand.

“To be at the very forefront is exciting. The Albert product is a real game-changer for the way businesses approach digital marketing, while the Redii business allows us to have a hand in shifting the way people experience life at work.” 

Big Red Group co-founder, Naomi Simson, said the appointment of Valente was a nod to the enormous opportunity ahead for both AI marketing technology and the continued focus businesses are putting on their most valuable assets - people. 

“I’m pleased to have a GM on board of the calibre of Charlotte to help deliver more meaningful programs to Australian businesses, ” Simson said.

“Similarly, I have been speaking recently to a number of audiences and sharing the success many of our clients are seeing from engaging the Albert technology. 

“These results, alongside what Albert has achieved for the RedBalloon business, absolutely justifies the appointment of a candidate like Charlotte into this role, and we are looking forward to seeing the success we can bring to more clients by shifting the way they approach digital marketing and offering a more lean solution than we often see from agency partners.” 

The group was formed in July 2017 by Naomi Simson and business partner and CEO David Anderson, and less than two years on is a $100 million enterprise with eyes on further local and global growth and acquisition. 

Marketics has a number of big brands using Albert AI to grow their digital marketing footprint, and the Redii points platform has been the leader in the reward and recognition space for almost five years. There are a number of other B2B offerings, which are set to join the fold under Valente’s leadership.

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