If this year’s CMO50 nominations are anything to go by, ‘agile’ has become the buzzword of 2017. Marketers striving to build more adaptability, resiliency and a culture of continuous improvement are all turning to the lessons of software’s Agile methodology as a way of reshaping their function for the future, albeit with varying degrees of success.
Marketing leaders who can think strategically about growth, digital and bring the customer voice to the executive table are the ones being allowed to colour outside their box, Hootsuite’s global CMO, Penny Wilson, believes.
Three years of the CMO50 list brings with it significant insight into how the role of marketing leadership has evolved in Australia.
Westpac has confirmed Meat and Livestock Australia’s group manager of marketing, Andrew Howie, will joining the banking giant in a newly created role overseeing advertising.
Sydney sunshine lit the stage as the who's who of Australia's marketing leadership community joined CMO at L'Aqua in Sydney for the CMO50 2017 gala dinner. Here are pictorial highlights from the night.
Gambling, broadcasting and aviation have taken top three honours in this year’s third-annual CMO50 list.
Executives running businesses today are ultimately looking for marketers to go beyond marketing. And that’s never been more apparent than in the computing sector, a brutal industry that survives on waves of annual or biannual product improvement and has seen price points decrease by more than half in a decade, Lenovo’s Nick Reynolds says.
ABC’s Leisa Bacon is a “complete content junkie”. She’ll even be the first to say so - and that’s a good thing considering she’s director of audiences for the nation’s public broadcasting network and working to make a difference in the community.
Getting specialist marketers to appreciate each other’s prowess is one thing; getting them to work truly collaboratively is another. Which is why Sportsbet’s CMO and now chief commercial officer, Barni Evans, decided to switch around his brand and creative head with his head of media and data-driven marketing.
It’s been two-and-a-half years since Stephanie Tully took the CMO’s post at Qantas, and already she’s planning her second shake-up of the marketing function’s org design.
Without a relationship with IT, marketing today is crippled, Village Cinema’s Mohit Bhargava believes. So it’s not surprising this ability to foster alignment with his technology peers, along with operations, finance and HR, stands out as a major achievement during his three years as executive-level leader of sales and marketing at the cinema group.
Marketing has historically been about making people want things. Today, it’s about making things that people want, Diageo Australia’s Adam Ballesty says.
If there’s one thing Tourism Australia’s Lisa Ronson sure of, it’s that an engaged workforce is a high-performing one. And that generates tangible business outcomes.
Technology may have been the main cause of marketing disruption over the past few years, but the next wave will inevitably be through process, Deakin University’s Trisca Scott-Branagan believes.
Universities are smack bang in the middle of a perfect storm, working to prepare students for jobs, careers and industries of the future while undergoing massive industry disruption at the same time, according to Curtin University CMO, Tyron Hayes.
Digital disruption first got Cambell Holt not long into his budding career as a commercial photographer.
With all the recent controversy around Meat and Livestock Australia’s (MLA) ‘you never lamb alone’ campaign, it’s not surprising to hear its marketing director sees the group’s legal counsel as his greatest cross-functional ally.
Twelve months ago, Westpac’s Martine Jager was assigned responsibility for customer experience and the task of lifting the brand’s Net Promoter Score. The change saw her take over the Customer Experience team – formerly known as the customer service or complaints department.
Law firms are still coming to terms with the new digital landscape and many are still struggling with the concept of having to actually promote their professional services, so the role of marketing is more important to firms than ever before, Holman Webb Lawyers’ chief marketing and corporations relations officer, Adriana Giometti, says.
Having a great boss that challenges and supports you, being brave enough to see risky ideas through, capitalising on customer insights and failing are just some of the lessons CMO of Three UK, Shadi Halliwell, has learnt over the course of her marketing career.
Cricket Australia has appointed PepsiCo's former head of sports marketing as its head of the Big Bash League, replacing Anthony Everard who was promoted to executive general manager of leagues and events.
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