CMO

WWF-Australia CMO heads to Geneva for international posting

Yves Calmette takes his next step with the NGO, relocating to Europe to lead international brand and network communications

WWF-Australia chief marketing officer, Yves Calmette, is saying goodbye to Australia and relocating to Geneva to lead the not-for-profit’s brand and network communications internationally.

Calmette has been with the organisation since February 2016 as Australian marketing chief as well as executive director of communications. In recent years, he’s been elected by his international peers to be the APAC representative at the WWF Leadership Communications Group, where 10 CMOs out of the 100 WWF offices sit. He’s also actively co-managed the global WWF brand and communications strategy to ensure WWF retains its position as a most trusted environmental NGO locally and globally.

Prior to WWF, Calmette held senior roles in a number of agencies including communications principal planner at Acon, loyalty marketing planning at Host/Havas and Carlson Marketing and managing director of the Arc Worldwide integrated marketing arm at Leo Burnett. He was also director of brand marketing in for Ursul Paris, based in Paris.  

Yves CalmetteCredit: WWF
Yves Calmette


Calmette’s new role is WWF international director of brand and network communications, reporting into the director of marketing and communications.

“WWF is one of the most beautiful, powerful and inspiring brands in the world. Managing it at the global level is a true honour, in particular at a time when WWF is needed the most if we want to save the planet before it’s too late,” Calmette told CMO.

He highlighted the successful reorganisation of the marketing department into a digital/data-led in-house creative agency powerhouse as one of the milestones of his tenure. This has helped attract more than 2.4 million supporters, up from 500,000 five years ago.

During Calmette’s tenure, WWF has doubled revenue and maintain its reputation as the most trusted environmental NGO.

Another milestone achievement externally has been the launch of Regenerate Australia, an ambitious $300 million conservation, communications and fundraising platform aimed at protecting, restoring and future-proofing the nation’s unique wildlife and natural habitat. The multi-year program launched in response to the devastating bushfires that hit Australia in 2019-2020, and sees WWF-Australia working with government, private sector, NGOs as well as consumers on both restoring nature as well as future-proofing Australia against further climate disasters.

All of these efforts have been Calmette repeatedly recognised in the CMO50 of Australia’s most innovative and effective marketing leaders since 2017.

Locally, CMO understands WWF-Australia’s head of communications and engagement will temporarily take over the CMO post while a permanent solution is determined.

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