Marketing agility and the CMO50: Episode 2

Tourism Australia, Adobe marketing chiefs share how they’re achieving greater marketing agility

The second episode of CMO’s 3-part video series on how CMO50 luminaries are achieving greater marketing agility has landed!

In this very special episode, we’re joined by Tourism Australia CMO, Susan Coghill, and Adobe vice-president DX Marketing APJ, Duncan Egan, to explore what steps they’ve been taking to lift marketing team agility, from cultural rethinking to technology investment.

We also look at how perceptions of agility have been transformed under the shadow of the ongoing global pandemic and in response to the curve balls it’s continuing to throw at Australian brands.

Our Episode 2 guests:

Susan Coghill, CMO, Tourism Australia

Susan Coghill is a former ad agency devotee turned client. From her early days working on Apple at Chiat\Day in Los Angeles (where she once presented creative to Steve Jobs on the beach in Hawaii) to learning about young mens’ grooming and dating habits for Unilever’s Axe brand while at BBH in Asia, to having Kylie Minogue perform a love song from one country to another for Tourism Australia in the UK, Susan’s career has centred on a belief in the power of creativity to build brands, drive business, and shape culture.

As Tourism Australia’s chief marketing officer, Susan is responsible for driving the organisation’s global brand and marketing strategy, ensuring that Australia’s tourism marketing efforts continue to cut through in the competitive domestic and international marketplace. Together with a team of passionate marketers across the globe, Susan is committed to helping Australian tourism bounce back as quickly as possible from the impact of COVID-19.

Duncan Egan, vice-president DX Marketing APJ, Adobe

Duncan Egan leads Marketing for Adobe’s Digital Experience (DX) Enterprise and Commercial business in Asia Pacific and Japan. He is responsible for overseeing all regional marketing activities spanning strategic planning, demand generation, digital marketing, communications, PR and thought leadership.

Prior to joining Adobe, Duncan led the marketing growth for ServiceNow across APJ and helped the business achieve double-digit growth for seven consecutive years. Before that, he was based in Silicon Valley, where he held marketing leadership positions with Oracle, Taleo, and Tibco Software. He loves technology of all kinds and is an unashamed early adopter.

Duncan is passionate about improving customer experience and strongly aligns to Adobe’s mission of changing the world through digital experiences. He holds a Bachelor of Science from San Jose State University.

And check out episode 1 of our CMO50 2021 video series here.