Cmo50

CMO50 2016 #26-50: Paul Stern, Kathmandu

“When I commenced my studies 27 years ago, marketing was about ‘satisfying the needs and wants of customers’,” Kathmandu’s GM of marketing and international, Paul Stern, comments. “You can’t do that unless you know who you are targeting.”

CMO50 2016 #9: Jon Amery, Vocus

Vocus has experienced unprecedented growth over the past two years, rising from a $500 million market cap business to $5 billion thanks to its acquisitions of Amcom and M2.

CMO50 2016 #12: Rebecca James

Since joining ME as CMO, Rebecca James has instituted a restructure of personnel and departments across the business to put customer experience at the heart of everything the banking group does. This work brought together marketing, product design, digital sales channels and customer insights under the CMO for the first time, giving her the scope she needed to start truly changing the way the business operates.

CMO50 2016 #26-50: Simon Marton

Data-led customer insights have become a cornerstone of modern marketing. At Australian-based wine production giant, Treasury Wine Estates, the use of data in go-to-market efforts is exemplified in work done over the past year to launch the 19 Crimes brand in the US.

CMO50 2016 #26-50: Kent Heffernan, nbn

​The man leading nbn’s marketing and community affairs, Kent Heffernan, says he is most proud of the fact the team doubled its engagement score, putting the group within the top 20 per cent of most engaged teams in Australia.

CMO50 2016 #26-50: Tori Starkey, VMware

If she had to pick her biggest achievement over the last 12 months, VMware’s Tori Starkey says it would be fostering an intelligence driven marketing culture that’s delivered more customer centric, effective, omni-channel marketing programs.

CMO50 2016 #18: Jane Merrick

IAG promoted its senior marketing leader, Jane Merrick, to general manager, marketing and customer experience within its Australian consumer division in April.

CMO50 2016: #20: Joe Pollard

It’s been a big year for rebranding at Telstra. During an 18-month period, its chief marketing officer and group executive of media, Joe Pollard, spearheaded the development of and implemented a new strategic direction and holistic brand overhaul designed to move the company from telco brand to technology leader.

CMO50 2016 #17: Brad Cramb

For Toyota’s national marketing leader, Brad Cramb, gaining agility comes through a ‘fail fast’ philosophy, underpinned by strategic use of data and measurement. And that’s exactly what he’s been working to grow across the automotive manufacturer’s marketing division.

CMO50 2016 #26-50: Paige Gibbs, RSPCA NSW

One of the proudest moments in the last 12 months for RSPCA’s Paige Gibbs was the establishment of a multidisciplinary team that brought together traditional fundraisers and social media resources.

CMO50 2016 #26-50: Tim Tez, MetLife

MetLife’s vision is to change the way its customers experience life insurance. To do this, marketing is leading the strategy development and implementation of a new customer-centric approach.

CMO50 2016 #23: Nick Reynolds

There are 3 million commercial IT professionals in Asia-Pacific making or influencing buying decisions, according to Lenovo’s Asia-Pacific marketing leader, Nick Reynolds.

CMO50 2016 #26-50: Col Kennedy, Cotton On

For former Cotton On global head of marketing and ecommerce, Col Kennedy, two components underpinned the way he fostered a customer-led approach at the fashion retailer.

CMO50 2016: #25: Michael Laxton

Over the past 18 months, Fairfax’s Michael Laxton has worked to realigned business processes to ensure the media owner’s end customer – its audience – is at the centre of all activity programs.

CMO50 2016 #14: Tyron Hayes

Curtin University’s CMO believes that if you stop learning, you start losing. “In marketing and education, it’s critical to continually sharpen the saw in order to be more effective and continue to innovate,” he says.

CMO50 2016: #21: Lisa Ronson

A key metric Lisa Ronson uses to demonstrate the effectiveness of marketing with her c-suite peers at Tourism Australia is “living up to our vision to be the most desirable and memorable destination on Earth”.

CMO50 2016 #4: Lisa Winn, Coca-Cola South Pacific

​A gentle nudge by a concerned university professor changed Lisa Winn’s career path. The Kiwi-born marketing professional, who is the marketing director of Coca Cola South Pacific, says this ‘pivotal moment’ changed the course of her life.

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In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

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