Cmo50

Leadership

Announcing the 2016 CMO50 list

Marketing leaders from as a wide a field as pizza production and retail to superannuation, tertiary education and cloud-based software have taken top 10 honours in the second annual CMO50 list.

CMO50 2016 #26-50: Ben Allen, Stockland

​Stockland general manager, group marketing, Ben Allen, has been busy completely transforming the brand and marketing strategy, and introducing design thinking and more co-creation research practices into the development of new initiatives or product development.

CMO50 #5: Vittoria Shortt

The Commonwealth Bank has built itself a reputation as Australia’s most innovative banking group, launching a host of pioneering digital offerings and technology advancements that have earned it the title of Australia’s first real-time financial institution. But when it comes to marketing, Vittoria Shortt is looking to reorient perceptions of innovation away from initiatives and to cultural shift.

CMO50 2016 #26-50: Richard Burns, Aussie Home Loans

From launching a new customer nurture program to leading the agency selection process (which took an innovative approach and focused on the cultural fit of the teams), Aussie Home Loans general manager of customer experience and technology, Richard Burns, has a lot to smile about.

CMO50 2016 #24: Barni Evans

Sportsbet’s Barni Evans claims there is no single metric that can demonstrate the effectiveness of marketing. But there is a single attribute: Honesty.

CMO50 2016 #26-50: Ric Navarro, Norman Disney & Young

There’s been a steady, significant change in the way marketing is perceived at engineering firm, Norman Disney & Young. And over the past 12 months, its global marketing and communications director, Ric Navarro, said the firm’s brand, reputation, customer engagement and financial performance have all benefitted from his team’s strategic efforts.

CMO50 2016 #26-50: Jamie McDonald, Federation University Australia

Federation University Australia (FedUni) boasts of a strong heritage as a regional university, providing education and training for more than 145 years. Despite this, the brand is relatively young as a result of merging the University of Ballarat with Monash University Gippsland campus and creating Federation University Australia in 2014.

CMO50 2016 #26-50: Kylie Smith, Perpetual

During the 2016 financial year, Perpetual’s marketing team delivered a business-changing infrastructure project: A responsive website on a new content management system hosted in the cloud.

CMO50 2016 #1: Allan Collins, Domino's Pizza

There are plenty of shiny new digital and technology breakthroughs on offer to brands today looking for an edge, and Domino’s is using lots of them. In just the last 12 months, the company has launched dozens of new technology fuelled offerings, stretching from a geo-location based customer tracking service, called On Time Cooking, to zero-click and SMS ordering and the world’s first commercial autonomous delivery vehicle, named DRU.

CMO50 2016 #8: Carolyn Bendall

When most people talk about innovation, they tend to focus on technology or digital improvement. But for Carolyn Bendall, the biggest innovation that’s occurred since she took over ANZ’s local marketing function four years ago has been the shift to customer centricity.

CMO50 2016 #7: Trisca Scott-Branagan

Australia’s education sector has been given a mighty shake-up thanks to the hefty combination of digital disruption and deregulation. So it’s not surprising Deakin University’s marketing chief, Trisca Scott-Branagan, sees the ability to harness ambiguity as a vital attribute for the modern CMO.

CMO50 2016: Ones to watch: Jee Moon

Upon arriving in the business, Luxottica’s Jee Moon’s focus has been turning around the OPSM brand in A/NZ and regaining its position as number one in the optical category.

CMO50 2016 #22: Nicole Brasz

It’s been a huge couple of years for Save the Children’s director of marketing and fundraising, Nicole Brasz.

CMO50 2016 #16: Jonathan Kerr

The modern marketing department can be an interesting mix of technical experts, generalists and facilitators, Auto & General’s director of marketing and digital, Jonathan Kerr, suggests.

CMO50 2016 #2: Anna Reid

With 11 years travelling the world for BP, five years at Pacific Brands and three years so far as CMO at the Sydney Opera House, Anna Reid is the first to admit she likes to make a meaningful difference to whatever brand she becomes custodian of.

CMO50 2016 #10: Renee McGowan

It’s two years since the launch of Mercer’s Customer Transformation Strategy, a holistic, customer-led vision to re-invent the way superannuation is done, and McGowan describes the changes to date as “enormous”.

CMO50 2016 #15: Leisa Bacon

The ABC’s Leisa Bacon lists her proudest moment in the last 12 months as presenting the strategy for ‘Branding for a Digital Future’ to the board.

CMO50 2016 #26-50: Georgina Williams, AustralianSuper

AustralianSuper’s group leader for engagement, advocacy and brand, Georgina Williams, says three foundations are now ensuring data propels customer engagement strategies and drives all marketing and communications activity.

CMO50 2016 #6: Craig Davis, Sendle

​Dubbo country boy turned city sophisticate, Craig Davis, packed in his jet-setting, high flying global advertising career of 25 years - living the high life in Hong Kong and London and working with many of the world’s biggest brands - to venture back to Australia.

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