Leadership News, Features, and Interviews

Marketers are in an arms race against the “finite attention spans” of consumers and must put value over volume if they want to avoid diminishing digital marketing returns, Marketo’s chief executive claims.

Adopting metrics that reflect what matters most to the customer, learning from social moments of truth and ensuring your marketing approach pivots on value are some of the ways senior marketers are striving to listen, learn and inspire customers.

​UNSW’s dedicated new marketing division is beefing up its digital marketing strategy as it looks to centralise operations and make marketing a formidable force, according to its newly appointed vice-president international marketing and communications.

Lego Australia's senior director of marketing, Troy Taylor, has clinched the general manager role of Lego’s Hong Kong, Taiwan and Macau business - a post that will see him build brand awareness and put more brick into the hands of children at a time of digitisation and shrinking physical play times.

Sponsoring sporting teams to boost your brand image can seem like a great idea when the team you back is winning. Less so of course when their fortunes turn. But for independent financial services provider, CMC Markets, supporting the NSW Waratahs Super Rugby team has helped align the company with a key customer segment and shared values in the Australian market.

New research reveals that how candidates are treated in the job search process directly impacts how they view your company as consumers.

Nine’s chief digital and marketing officer, Alex Parsons, is a firm believer in first-party data ownership and insight. And if the media company’s list of data-driven technology investments is anything to go by, it’s been a core priority since he took up his post nearly three years ago.

CMO is delighted to announce CMO Momentum, a new conference giving Australian CMOs, marketing, customer and digital leaders the unique opportunity to gain and share insight on what it takes to be a modern marketing chief.

Bendigo Bank is rolling out a company-wide measurement framework that it’s head of customer voice says will help every team member better understand their contribution to overall customer experience excellence.

Tourism Tasmania has appointed Emma Terry as its new CMO, and the pressure is on to deliver impressive results and fill the void her predecessor Guy Taylor, left when going to lead the Tasmanian Brand Project.

Rapid expansion through acquisition and a quest to become more customer-oriented and progressive has led ASX-listed property group, Dexus, to embark on a brand rejuvenation and repositioning program.

From extending its traditional bricks-and-mortar roots to an optimised Web and mobile engagement strategy, City Beach is on a digital transformation mission to connect better with its millennials and post-millenials customer base.

​Carat has poached Yahoo7’s brand chief as its new chief marketing officer, one of a trio of c-level appointments made in the last 12 months.

Goofy and confused polish couple, Estelle and Gary, are powerful brand ambassadors helping iSelect achieve cut through with audiences and outperform the wider insurance market, its CMO says.

Connecting more closely with customers is critical for any brand, but for a global giant like Coca Cola which owns over 500 beverage brands, it becomes a strategic art.

Emarsys CMO, Allen Nance, might believe we’re a fair way off from general purposed artificial intelligence, but he’s convinced that when it hits, it’s going to unleash a renaissance in creativity.

News Corp has created a chief digital officer across the group and promoted former CMO to a COO role as part of new senior executive team changes announced this week.

Shifting from a focus on channel-based campaigning towards a strategy that’s anchored in the customer opportunity and can take advantage of in a real-time moment of interaction is a must. How to achieve this was the subject of a two-part roundtable series CMO recently held in Sydney and Melbourne in partnership with ADMA and sponsor, Alterian.

The Coca-Cola Company has axed its CMO role and announced a number of senior leadership appointments as part of a new restructure it says will help drive ongoing transformation.

The latest into CMO average tenure reports yet another decline in the time chief marketing officers are spending in their roles.

Failure is an integral part of being innovative and it’s time organisations better embraced incentives, financial systems and organisational processes that support it.