Stories by Vanessa Mitchell

Digital Marketing

Using affiliate marketing to break new global ground

Luggage is not something many people spend a lot of time pondering. You can either afford Louis Vuitton or you can’t, and the rest is much of a muchness – flimsy suitcases sold at a premium and replaced every few years depending on how much you travel.

CMO50 2022 #18: Manelle Merhi

One brave call Manelle Merhi, general manager of marketing and customer experience at Kennards Hire, made was to pursue the ‘Ken Oath’ creative.

CMO50 2022 #26-50: Caitlin Bancroft

​Years ago, Caitlin Bancroft, the now CMO of Collective Wellness Group (Anytime Fitness), made the decision to leave the advertising industry where she had successfully established herself working in both Sydney and London, and return to Australia to pursue a passion for natural healthcare.

CMO50 2022 #24: Jessica Richmond

A 2020 research respondent described the Officeworks’ brand as ‘a middle-aged man called Brian, who likes model aeroplanes​ and warm cups of tea’ - pleasant enough, but not someone you’d choose to spend time with. Ouch.

CMO50 2022 #26-50: Caroline Raj

Caroline Raj, Senior Director and Head of Marketing AN/Z at ServiceNow, made a brave call during the pandemic, and this was to lead with vulnerability.

CMO50 2022 #26-50: Louise Ardagh

​Quokka sh*t is not something usually associated with health insurance. However, general manager, marketing and engagement of HBF, Louise Ardagh, made the brave call to associate it when launching HBF into eastern Australia.

CMO50 2022 #26-50: Natalie Lockwood

Late 2010, Natalie Lockwood, VP, head of marketing at Visa, found her husband’s company were relocating him from Singapore to Vietnam. This could have been a career boon or a career bust.

CMO50 2022 #22: Jason Piggott

It takes rare strength to go through the recruitment process, start a new job and then realise it’s not the right one for you.

CMO50 2022 #21: Megan Keleher

​As Megan Keleher, chief customer officer at Great Southern Bank, admits, if she knew the magic formula of data/gut when it comes to marketing, she'd bottle it and make a fortune.

CMO50 2022 #26-50: Kristy Keyte

​Working for a luxury wine brand would surely be many marketers’ idea of heaven, and it’s an opportunity Kristy Keyte, CMO of Penfolds, fully appreciates.

CMO50 2022 #26-50: Caroline Ruddick

It’s funny how careers work out sometimes. Caroline Ruddick, currently general manager of marketing for Maurice Blackburn (MB), at one point in her career was offered a transfer to South Korea.

CMO50 2022 #26-50: Cath Brands

​It was a radio jingle which got Cath Brands, chief marketing and innovation officer of Flintfox International, hooked on marketing.

CMO50 2022 #26-50: Maria Loyez

​With a Masters degree in mechanical engineering, CCO of Australian Ethical Investment, Maria Loyez, was sponsored by Ford Motor Company and worked for 18 months before and during her degree. So marketing is not necessarily where she was headed.

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