Brand Strategy

CMO50 2017 One to watch: Natalie Robinson

The task set for Natalie Robinson when she became director of marketing and communication at Melbourne Polytechnic two-and-a-half years ago was immense. She inherited a brand with close to zero brand awareness, for one.

Leadership

CMO50 2017 #2: Leisa Bacon

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.

CMO50 2017 #26-50: Paul Stern

Paul Stern’s proudest moment in the last 12 months was representing Kathmandu at the European Outdoor trade show. The reason? He’s spearheading a transformation of the outdoor clothing and accessories manufacturer and retailer’s international go-to-market strategy.

CMO50 2017 #24: Vanessa Lyons

If she had to pick her proudest moment over the last 12 months, AUB Limited’s Vanessa Lyons says it’d be pioneering the development and implementation of the group’s purpose with a customer-centred outlook.

CMO50 2017 #26-50: Renae Smith

As CMO of AIA A/NZ, Renae Smith leads a cross-functional department including brand, product and pricing, digital, marketing communications and the insurance group’s leading wellness program, AIA Vitality. But she also finds herself purposely aligned to the HR chief.

CMO50 2017 #26-50: Lewis Pullen

IAG established Satellite in 2016 as an independent division to disrupt the market, create a lower cost platform for the business and drive profitability of the group’s challenger brands.

Leadership

CMO50 2017 #3: Stephanie Tully

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.

Leadership

CMO50 2017 #16: Adam Ballesty

​Marketing has historically been about making people want things. Today, it’s about making things that people want, Diageo Australia’s Adam Ballesty says.

CMO50 2017 #26-50: Caroline Bonpain

Caroline Bonpain’s proudest moment in the last 12 months has been the debut of Dyson’s Supersonic hairdryer. It’s a product that saw the brand reposition itself away from its heritage primarily as a vacuum cleaner company, and into a reputable and trusted technology brand.

CMO50 2017 #26-50: David McNeil

In April 2016, Campbell Arnott’s embarked on one of the biggest brand relaunches in company history for the Shapes brand. It was a risky decision that led to significant consumer and media backlash, yet ultimately resulted in a strong brand turnaround, its VP of marketing, David McNeil, says.

CMO50 2017 #26-50: Nick Hickford

Nick Hickford’s proudest moment in the past 12 months has been having the Bulla Dairy Foods leadership team presenting the success of its ‘Unfakeable’ campaign to the board.

CMO50 2017 #23: Melina Cruickshank

If there’s one thing Domain’s Melina Cruickshank thinks modern marketers should do more of, it’s build the courage to back their own judgement and experience.

CMO50 2017 #26-50: Andrea Martens

One thing modern marketers should do more of is go back to the fundamentals of good marketing, Jurlique’s chief brand officer, Andrea Martens, says.

Leadership

CMO50 2017 #8: Mohit Bhargava

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.

CMO50 2017 #26-50: Jee Moon

OPSM VP of marketing, Jee Moon, is a firm believer in marketers taking a more humanistic approach to customers and the marketing discipline.

CMO50 2017 #26-50: Yves Calmette

Australia’s Great Barrier Reef faces myriad threats, and big one of which is overfishing, WWF’s CMO, Yves Calmette says. Five shark fishing licenses, each with a 1.2km net, trawl the reef every day. These nets kill thousands of juvenile sharks each year, including the endangered hammerhead, and dugongs, turtles and dolphins as bycatch.

Leadership

CMO50 2017 #25: Andrew Howie

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.

CMO50 2017 #26-50: Lisa Winn

A recent move to ‘graffiti’ the iconic King Cross billboard and make a political ‘yes’ campaign heard as part of a mission to support marriage equality is just one of many innovative and creative decisions made by Coca Cola’s South Pacific marketing director.

CMO50 2017 #22: Damian Young

One thing modern marketers should do more of is connect their digital strategy to analogue touchpoints, Chobani GM of marketing, Damian Young, says.

CMO50 2017 #14: Carolyn Bendall

Over the past year, ANZ’s marketing team has rapidly transformed its use of data to power and deliver digital and one-to-one personal interactions, its head of marketing for A/NZ, Carolyn Bendall, says. The improvements come off the back of establishing a performance marketing focused digital approach.


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