Cmo50 2021

Digital Marketing

Top 21 CMO stories of 2021

As we wave goodbye to the year that was 2021, CMO presents our top 21 stories of the year across CMO Australia based on audience engagement.

Leadership

CMO’s top 10 marketing leader profiles of 2021

It’s been another year of pivoting and adapting for Australia’s marketing chiefs as they continued to navigate the unchartered waters of Covid-19. Which is why it was not surprising to find this a common theme pervading every one of our top 10 CMO profiles for 2021.

Leadership

A new frontier: CMO50 and their team leadership firsts in 2021

As well as facing into the challenges of delivering marketing programs in the midst of the pandemic over the past year, marketing leaders have also had the very real issue of keeping teams engaged, resilient and motivated. As part of this year’s CMO50 program, CMO was keen to understand some of the leadership ‘firsts’ our alumni experienced as they strived to manage teams remotely.

Leadership

CMO50 alumni share their favourite marketing moments from 2021

2021 has certainly continued to be a year of shape shifting for Australian marketing leaders, their teams and their marketing activities. But while the challenges have been obvious, a lot of great work has nonetheless been accomplished in the face of the pandemic. So as part of this year’s CMO50 program, we asked a number of our CMO50 alumni to tell us what their favourite marketing moments over the past year have been.

Leadership

7 lessons in marketing effectiveness from the CMO50

Measuring the effectiveness of marketing spend against short as well as longer term revenue and growth is critical for CMOs if they want to truly connect their efforts to commercial returns.

The CMO50 2021 vox pop

​In honour of the virtual nature of our CMO50 event, and the ongoing adaptability marketing leaders have had to exhibit over the past year, we wanted to ask our CMO50 alumni what they'd learnt about fostering team resiliency in 2021.

Leadership

All in good time: What this year's CMO50 tells us about the state of marketing leadership

Marketing teams pride themselves on their ability to tap the consumer and cultural zeitgeist to bring their brands to life and generate growth. It’s this connection to market sentiment and trends that’s also given smart modern marketers who are both digitally and data savvy the tools to generate true business impact during the past 18 months of the crisis.

Leadership

The CMO50 2021 list is revealed

Qantas chief marketing officer, Jo Boundy, has been crowned #1 in this year’s CMO50 list of Australia’s most innovative and effective marketing leaders, becoming one of six new faces in the CMO50 top 10 this year.

CMO50 2021 #23: Louise Eyres

The creation and launch of Vanguard’s new brand strategy and campaign in 2021 was a key moment for the business as well as its CMO, Louise Eyres.

CMO50 2021 #1: Jo Boundy

“The world may have felt like it stopped spinning during the pandemic, but consumer behaviours didn’t,” Qantas CMO, Jo Boundy, tells CMO. “They have changed considerably.”

CMO50 2021 #6: Lara Thom

Guzman y Gomez may have been fortunate enough to escape full shut down and being too negatively impacted by Covid as a food provider. But the crisis certainly “brought the fight out in us”, its global CMO, Lara Thom, says.

CMO50 2021 One to watch: Adam Lee

The Australian private health insurance (PHI) industry is facing significant challenges. Only 41 per cent of Australians have private hospital cover – a record 15-year low.

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: Aisling Finch

There’s no doubt every one of us needs to do more to drive diversity, equity and inclusion in workplaces. And it’s something Google senior director of marketing for A/NZ, Aisling Finch, says has been particularly important to her team during the crisis.

CMO50 2021 #26-50: Andrew Balint

Afterpay challenged Andrew Balint to catapult the brand to a new league. So when the opportunity arose to become the sponsor of Australian Fashion Week, the VP marketing A/NZ and APAC knew this was not to be missed.

CMO50 2021 #25: Simon Jarvis

Since its inception in 2012, Youfoodz has transformed from privately owned business to ASX-listed company. Its meteoric growth has carved out a sizable chunk of the AUD$3.2billion A/NZ market for ready-made meals.

CMO50 2021 #21: Chaminda Ranasinghe

It’s been a multi-year journey for Chaminda Ranasinghe to bring agile ways of working and a customer experience-led approach to RMIT University. Which is why the shift towards developing integrated, customer-centric cross functional teams based on value streams over the past year has been such a leadership achievement – not to mention a real win for the team.

CMO50 2021 #12: Yash Gandhi

Yash Gandhi is the first to suggest his role is “possibly a little more unusual” than that held by many CMOs in Australia today. As marketing chief of poultry giant, Baiada, he sits across both iconic B2C brands, Steggles and Lilydale, along with a significant B2B FMCG operation.

CMO50 2021 #26-50: Sofia Lloyd-Jones

To take decisive action as a marketer, it’s critical to balance data-driven insights and human intuition, especially in times of ambiguity, says UNSW’s Sofia Lloyd-Jones.

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The real cost of doing customer service badly

Headlines of unacceptable waiting times to get onto Qantas will have many brand owners, chief executives and boards thinking, ‘thank goodness that is not us’. But Qantas isn’t the only company being inundated with calls with no reprieve in sight, it’s just dominating headlines right now.

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CEO, Versa

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

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Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

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