In Episode 11 of this new podcast series, BrandHook MD, Pip Stocks, talks with Australia Post chief innovation officer and former CMO, Greg Sutherland, about how brand reputation today is built on what customers say, how addressing a bad experience successfully can transform customer relationships, and what AusPost is doing to innovate customer interactions.
As an innovation leader and member of the executive committee, Greg is responsible for culture development, services and investments enabling innovation. This includes incubating and investing in new businesses that support our future in ecommerce delivery and services as well the platforms that can enable everyone to be included.
Greg joined Australia Post in August 2013 as Chief Marketing Officer, responsible for marketing and customer experience including mobile, online and customer service channels, to help drive Australia Post’s digital transformation and create new and contemporary experiences.
Prior to this, he held senior group roles at NAB responsible for strategy, brand, marketing, corporate affairs and innovation. During this time, he led a range of high profile initiatives including the brand re-launch from National to NAB, as well as the creation and launch of NAB’s online-only banking subsidiary, UBank.
Prior to joining NAB, Greg was a partner and director at Boston Consulting Group which included leading the Asia-Pacific ecommerce practice.
Distributed through CMO from IDG, this 11-part podcast series by BrandHook explores customer intimacy, what makes a great customer experience and which brands Australian leaders think are doing it well. It does this by asking leading brand makers 7 key questions about what makes excellent CX tick.
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In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”
Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.
I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.
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