Winning the hearts and minds of customers needs to be at the core of business strategy. And it is the role of the CMO to represent the voice of the customer and drive customer-first thinking, according to Australian Catholic University’s former marketing leader, Andrea Turley.
One of the key attributes Robert Ambler-Fraser is looking to foster across his marketing function is something he calls “connections”.
Richard Oppy’s proudest moment over the past 12 months has been seeing CUB’s Pure Blonde brand, which had been in decline for almost five years, turn around and chalk up significant growth.
AUB Group Group’s Vanessa Lyons is the first to agree the insurance broking industry has been subscribing to a highly antiquated marketing approach.
Since she took on the combined role of chief editorial and marketing officer at Domain in 2014, the core of Melina Cruickshank’s strategy has been informed by four major areas: Data-driven decision making, editorial content, audience-oriented marketing and mobile-first thinking.
AustralianSuper’s group leader for engagement, advocacy and brand, Georgina Williams, says three foundations are now ensuring data propels customer engagement strategies and drives all marketing and communications activity.
The ABC’s Leisa Bacon lists her proudest moment in the last 12 months as presenting the strategy for ‘Branding for a Digital Future’ to the board.
It’s two years since the launch of Mercer’s Customer Transformation Strategy, a holistic, customer-led vision to re-invent the way superannuation is done, and McGowan describes the changes to date as “enormous”.
With 11 years travelling the world for BP, five years at Pacific Brands and three years so far as CMO at the Sydney Opera House, Anna Reid is the first to admit she likes to make a meaningful difference to whatever brand she becomes custodian of.
The modern marketing department can be an interesting mix of technical experts, generalists and facilitators, Auto & General’s director of marketing and digital, Jonathan Kerr, suggests.
It’s been a huge couple of years for Save the Children’s director of marketing and fundraising, Nicole Brasz.
Upon arriving in the business, Luxottica’s Jee Moon’s focus has been turning around the OPSM brand in A/NZ and regaining its position as number one in the optical category.
Australia’s education sector has been given a mighty shake-up thanks to the hefty combination of digital disruption and deregulation. So it’s not surprising Deakin University’s marketing chief, Trisca Scott-Branagan, sees the ability to harness ambiguity as a vital attribute for the modern CMO.
When most people talk about innovation, they tend to focus on technology or digital improvement. But for Carolyn Bendall, the biggest innovation that’s occurred since she took over ANZ’s local marketing function four years ago has been the shift to customer centricity.
Melinda Madigan’s mission is to develop a strategic pathway to convert The Star into a truly digitally connected venue.
