CMO to CEO: Brewing up global business growth

T2’s Nicole Sparshott is infusing marketing know-how into her CEO approach at the retail brand, one that’s recognised for delivering a ‘tea revival’ in Australia and now has hefty global ambitions.

T2 CEO, Nicole Sparshott, is on a big mission: To take a 22-year-old Australian business centred around the humble tea leaf and all its trappings, and infuse it into the mindset of a new generation of customers and the rest of the world.

As leader of the Australian brand, the CMO-turned CEO says she wants to create a T2 generation on every continent. It’s a move that’s both global in nature and local in flavour.

“We’re taking this gorgeous icon, this Australian luxury tea brand, and creating a global luxury brand,” says Sparshott, who admits to having “tea running through her veins” and likes a good exotic tea mash-up. 

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