Cmo50

CMO50 2019 #26-50: Ingrid Purcell

ME Bank’s chief experience officer, Ingrid Purcell, describes the big shift in marketing as one where brands have become “glass boxes”.

CMO50 2019 #26-50: Kate Massey

Maintaining an unwavering resilience when things are not going quite to plan is a mantra of Kate Massey’s. The CMO of JCurve, an Australian technology services firm, has spent 10 years helping the B2B business transform from on-premise and cloud solutions provider to cloud-based solutions player with specialisation in ERP. Along the way, acquisitions, changes in strategic direction and new customer needs have been navigated, with marketing adapting and changing its role accordingly.

CMO50 2019 #26-50: Amanda Johnston-Pell

A passion for customer insights and behaviour drives Amanda Johnston-Pell and it’s only been amplified in the role of CMO. When she started as a marketer, Johnston-Pell says, AI and machine learning-based marketing tools just didn’t exist. “Today they are at the centre of deep customer personalisation and that’s exciting.”

CMO50 2019 #8: Jonathan Kerr

Despite the new and evolving tools and tactics, marketing fundamentals remain the same, Auto & General’s CMO, Jonathan Kerr, believes. Which is why he disagrees with the view marketers are trying to be all things to everyone.

CMO50 2019 #1: Steve Brennen

Being intimately aware of your competitive strength is more important than ever for today’s CMO, Steve Brennen believes.

CMO50 2019 #9: David McNeil

Coming off the back of a brand disaster in 2017, Campbell Arnott’s has not only recovered, but grown over the last 18 months, achieving stunning success driven largely through new product development born of partnerships.

CMO50 2019 #24: Brent Hill

SATC’s Brent Hill is a firm believer taking risk creates creativity. “If you’re prepared to take a risk and do something a bit different, you’ll be creative but you’ll also get results,” the CMO says. “So find good people willing to take calculated risks.”

CMO50 2019 #26-50: Vanessa Lyons

Vanessa Lyons is the first to agree any marketing looking to orchestrate significant change in an organisation may find the business moving slower than they want it to. But it’s vital to suit the pace of such change to the speed your business can handle.

CMO50 2019 #26-50: Stacey Pennicott

"​Don’t be fooled by the title – my role encompasses all (and more) of what a CMO aims to achieve. It gives me a seat at the table of Tasmania’s premier member organisation, overseeing one of the largest membership databases in the state and delivering Tasmania’s number one brand to the wider community."

CMO50 2019 #26-50: Matt Vince

Over the past 12 months, Freedom Foods’ prime focus has been shifting from niche FMCG player into more scalable territories. Spearheading this charge is chief commercial officer, Matt Vince, who has strived to combine brand building ambitions with solid return on investment.

CMO50 2019 Ones to watch: Tom Willis

Telling creative stories and positioning the customer in these stories is far more valuable than simply showing what we sell, believes Tom Willis. And it’s this challenge which keeps the Lawpath CMO constantly imagining new ways to reach the target audience with messages and situations they can empathise with.

CMO50 2019 #26-50: Catherine Anderson

It was when Catherine Anderson was promoted from CMO to Powershop’s chief customer officer in mid-2018 she felt her mindset shift from marketing to all-of-business.

CMO50 2019 #26-50: Adriane McDermott

A big learning for Seafolly’s Adriane McDermott during her career as a marketer has been the way in which she needs to work with CEOs to build commerciality and rapport.

CMO50 2019 #26-50: Neil Ridgway

2019 is Rip Curl’s 50th year and its founders wanted to tell their story and set the record straight on this significant milestone.

CMO50 2019 #26-50: Andrew Chanmugam

Bankwest’s Andrew Chanmugam is a firm believer in marketing as both an art and a science. “Marketing gives us a natural opportunity to balance the creative with the commercial,” the EGM of customer experience, who oversees brand and marketing, five customer tribes, three organisational chapters and line-one risk functions, says.

CMO50 2019 Ones to watch: Amy Lee-Hopkins

Using data and research has helped cement some of the biggest shifts at Anglicare, from how the not-for-profit positions itself, to acquiring new clients and nurturing existing relationships, head of marketing and communications, Amy Lee-Hopkins, says.

CMO50 2019 #26-50: Anthony Xydis

Every aspect of marketing has an element of creativity, ARN’s Anthony Xydis believes. “It’s this thread, along with an understanding of the audience, that connects the entire marketing function,” he comments. “Creativity should be recognised and championed, whether it’s through great use of data right through to a brilliant campaign idea.”

CMO50 2019 #26-50: Fabian Marrone

In 2018, Marrone led the development and launch of Monash’s new through-the-line brand campaign, ‘If you don’t like it, change it’. Deliberately designed to authentically capture Monash’s roots and align with how it’s redefining universities’ civic obligations in the future, the international campaign challenged audiences to address the serious issues facing the world, asserting that - when properly applied - research and education leads to seismic change.

CMO50 2019 #4: Brent Smart

IAG’s Brent Smart is the first to admit people label him the ‘brand’ guy. So it might surprise more than a few to know he has a healthy respect for short-term activities too.

CMO50 2019 #5: Jeremy Nicholas

Turn any which way at Telstra and you’ll encounter transformation. From the introduction of its T22 strategy, culling staff, product plans and pricing, to departure of former group executive for media and marketing and a significant executive reshuffle, through new organisational structures and Agile ways of working, the launch of 5G network and a technology overhaul, every aspect of the business has been disrupted.

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Blog Posts

MYOD Dataset: Building a DAM

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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Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

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