Digital Marketing

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: 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 #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 #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 #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 #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: 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.

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