Cmo50

CMO50 2016 #26-50: Melina Cruickshank

Since she took on the combined role of chief editorial and marketing officer at Domain in 2014, the core of Melina Cruickshank’s strategy has been informed by four major areas: Data-driven decision making, editorial content, audience-oriented marketing and mobile-first thinking.

CMO50 2016 #19: Vanessa Lyons

AUB Group Group’s Vanessa Lyons is the first to agree the insurance broking industry has been subscribing to a highly antiquated marketing approach.

CMO50 2016 #26-50: Mohit Bhargava, Village Cinemas Australia

​Village Roadshow is at the forefront of fighting piracy in Australia, according to Village Cinemas, general manager of sales and marketing, Mohit Bhargava, who says despite being one of the wealthiest and most law abiding nations in the world, Australians are some of the worst offenders of piracy.

CMO50 2016 #26-50: Andrea Turley, Australian Catholic University

Winning the hearts and minds of customers needs to be at the core of business strategy. And it is the role of the CMO to represent the voice of the customer and drive customer-first thinking, according to Australian Catholic University’s former marketing leader, Andrea Turley.

CMO50 2016 #3: Steve Brennen, eBay A/NZ

​He is a man on a mission: He wants to challenge and transform perceptions of eBay from a second-hand auction house to ideal destination for brand new products - and continue to secure the Silicon Valley stalwart as an innovative leader.

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.

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A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

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