Marketing Leadership

Digital Marketing

CMO interview: Building consumer credit and insight at Citi

As Aussies gain access to alternative payment services such as Afterpay, as well as strive to better manage debt, credit card applications have been declining. Put this together with the emergence of new digital-first banks locally, a Royal Commission, and an Open Banking regime allowing consumers to more easily share personal data with another financial services provider, and you’re looking at a perfect storm of disruption for established players such as Citi.

Leadership

5 fascinating facts about the CMO50 2019

It’s been five years since CMO took the wrappers off our inaugural CMO50 of Australia’s most innovative and effective marketing leaders. And during that time we’ve seen a transformation of the modern marketing function and leadership remit.

First pics: CMO50 2019 dinner

​More than 100 of Australia's most innovative and effective marketing leaders celebrated the achievements of their CMO peers at the CMO50 2019 dinner in Sydney on 17 October. Here are first pics - including the top 10 for 2019.

Leadership

The CMO50 2019 is revealed

Marketing chiefs from digital-first companies, FMCG, media, retail and ecommerce have dominated the fifth annual CMO50 list for 2019.

CMO50 2019 #6: Alexander Meyer

Alexander Meyer is a CMO imprinted with the notion of finding balance. The idea of balancing two, sometimes contradictory, sides is deeply ingrained and is at the heart of his approach to being a CMO.

CMO50 2019 #17: Tamara Howe

Kellogg’s Corn Flakes, Rice Bubbles and Just Right have been family favourites for decades, yet their relevance was waning. Added to that, their smaller market shares made it difficult to support these brands with dedicated brand building, due to lack of scale.

CMO50 2019 #22: Ryan Gracie

​If marketers want to get their CEOs on side, then don’t preach soft metrics, instead present hard data, says CMO of Catch Group, Ryan Gracie.

CMO50 2019 #14: Allan Collins

Ensuring every team member within the marketing department has everything they need to be doing their best, most powerful work is critical, A/NZ CMO of Domino’s Pizza, says.

CMO50 2019 #16: Natalie Sarich-Dayton

Natalie Sarich-Dayton, CMO of Brownes Dairy, says sometimes you have to lead from the front, which she certainly achieved when she drove a 4T refrigerated truck around the city to sample products outside train and bus stations. And this is not the only tip she has!

CMO50 2019 #21: Suzanne Morrison

Fundamentally, a marketer must understand the consumer, the marketing director of Mars Wrigley Australia, Suzanne Morrison, says. It sounds simple, yet many companies don’t do it well.

CMO50 2019 #13: Pip Arthur

​The most creative marketing typically starts with a deep appreciation of the audience you serve, says CMO and head of communications at Microsoft Australia, Pip Arthur.

CMO50 2019 #26-50: Russell Schulman

For Krispy Kreme CMO, Russell Schulman, getting his CEO onside is about showcasing how marketing activities can have a wide-ranging effect, not just on customers in a particular moment, but right across the business and departments.

CMO50 2019 #25: Pamela Cass

Want to get your CEO onside? Then align marketing objectives with broader business objectives, experienced VMware VP and CMO for Asia-Pacific and Japan, Pamela Cass, says.

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.

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

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

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