Stories by Rosalyn Page

Strategy

​Fight Gear Direct’s three Rs of brand rejuvenation

Like many existing brands, Fight Gear Direct had reached a certain level that required shifting the focus from growing sales to sustaining sales. Yet a lack of focus in innovation across product categories or marketing and no real desire to continue growing an audience was holding it back.

Social Media

Explainer: What is the Creator Economy

If influencer marketing was the buzz of the last decade, then the creator economy is its successor, supercharged by growing ability for consumers to use social and digital platforms to directly connect with their own communities and audiences. But with such tools to now cut out the middleman, be it media company or advertiser, how do brands fit into this new creative puzzle?

Measurement & Analytics

How Theatre Royal Sydney is putting the theatregoer centre stage

As one of Australia’s oldest theatrical institutions, Theatre Royal Sydney might sometimes take its cues from theatre houses of New York and London, staging shows like Alanis Morissette’s Jagged Little Pill. But audiences could be surprised to learn this also extends to how it manages customer relations.

CMO50 2021 #26-50: Kristin Viccars

“While data is critically important for any decision making, what I’ve learnt is you need to be prepared to change the vision, take bold risks and be unapologetic in executing things differently,” Kristin Viccars says. “You must be comfortable with being uncomfortable.”

CMO50 2021 #26-50: Rosemary Martin

A lot of production this past year was done remotely or under severe Covid restrictions, meaning limited people on set or fully remote oversight. Rosemary Martin admits this was a little nerve wracking for her team at flybuys at times, but the results have spoken for themselves.

CMO50 2021 #26-50: Mark Renshaw

One of the unique aspects of the past year has been finding ways to keep team culture alive without forcing it in an environment of remote working.

CMO50 2021 #26-50: Anand Surujpal

For Anand Surujpal, one of the highlights of this year has been achieving all-time record market shares for Patties brands across retail channels. To make this happen, Surujpal and the team have embraced agility and continuously monitoring the external environment and then moving quickly to respond to opportunities.

CMO50 2021 #19: Carolyn Bendall

It’s been a momentous 18 months for Carolyn Bendall, starting in a new CMO role in a completely new sector, while locked down and working completely remote for almost the entire time.

CMO50 2021 #15: Matt Fletcher

The past year has been one without near-term reference for Matt Fletcher and the Fitness First team. “This year, the playbook went out the window. It was not a year for iteration or rote,” he says.

CMO50 2021 #26-50: Fiona Le Brocq

In the past 18 months, Fiona Le Brocq has learned to manage the blending of work and home life. “I’ve presented differently as a leader, not just acknowledging the spontaneity of a less controlled environment but embracing it. I’ve openly shared personal moments of joy, fear, celebration and exhaustion,” she comments.

CMO50 2021 #26-50: Tara Heath

In the past year, Tara Heath and her team have faced massive change in health tech market conditions, requiring a significant shift in strategy across the Healthengine business. The pace and the need to align the team towards a new direction was critical to success.

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Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

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Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

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More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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