The CMO Show

Jason Olive, Chief Marketing, Fundraising & Communications Officer at Ovarian Cancer Australia, sits down with Mark Jones to discuss the importance of engaging their community and placing them at the front of their storytelling, and what the corporate and social sectors can learn from each other.

Resources

• Ovarian Cancer Australia
• Movember Appoints Jason Olive as Marketing Director

You might also like…

• Beyond Blue on the healing power of authentic storytelling
• Helen Thorpe on giving a voice to lived experiences (batyr)
• Ian Harvey Ross on the authentic rebrand of Deaf Services and the Deaf Society

Joanne Smith, Chief Marketing and Innovation Officer at Blackmores Group, sits down with Mark Jones to discuss unlocking consumer insights and bringing together marketing, innovation and product development.

Resources

• Blackmores: Good health changes everything
• CMO.com - Blackmores CMO shares why she's tackling a masterbrand refresh
• CMO.com - Blackmores chief marketing and innovation officer on leading the growth agenda

You might also like…

• Susan Coghill on telling the story of brand Australia
• Amy Smith on brand purpose at T2 Tea
• David Garden on shared & earned media in establishing trust with your audience

Steffen Daleng, Chief Marketing Officer at Booktopia sits down with Mark Jones to discuss how to create a frictionless user experience, converting digital laggards and Booktopia's growth to become the biggest online book store in Australia.

Resources

• Booktopia
• What Booktopia's CMO is doing to ensure brand partnerships flourish - CMO.com.au
• Booktopia announces restructure of its marketing team - Mumbrella

You might also like…

• Amy Smith on brand purpose at T2 Tea
• Renee Amor on keeping a brand's promise at BPAY
• Suzana Ristevski on simplifying complexity at NAB

Tony Sesto, General Manager, Marketing, BMW Australia sits down with host Mark Jones to discuss brand strategy, future planning, and authentically adapting in a market on the move.

Resources

• Tony Sesto on BMW's strategy amidst COVID, and EV adoption in Australia
• Marketing Mavericks: BMW's Tony Sesto - B&T

You might also like…

• Vanessa Lyons on brand transformation
• Suzana Ristevski on simplifying complexity at NAB

Ian Harvey Ross, Head of Marketing at Deaf Services and the Deaf Society sits down with host Mark Jones to discuss performative vs authentic empathy, and the journey of creating a single, meaningful brand from the merger of two organisations.

Resources

• Deaf Services
• Deaf Society

You might also like…

• Ryan Barlow on brand responsibility at McGrath Foundation
• Renee Amor on keeping a brand's promise at BPAY

It might be surprising, but only 2.6% of board members have marketing experience, according to the Marketing Science Institute.

Why might that be the case?

According to Cheryl Hayman, non-executive director, it is because the marketing function is often misunderstood.

"I think everybody always thought that was a skill that was in the organisation and didn't need to be around the board table," Cheryl says. "What we do isn't black and white, and that's what makes it hard for people to understand."

Cheryl is on the board of a number of companies and organisations, including HGL Limited, Peer Support Australia and Chartered Accountants Australia & New Zealand. With a background in marketing, Cheryl is an outlier on a lot of boards, and is passionate about promoting the value marketers bring to the table.

"I think we're often put in a box and described as being from the 'colouring-in' department. We are so much more than that, we are the entire toolbox and you need a huge amount of really diverse skills to take a product or service to market," Cheryl says.

The things that equip marketers as great marketers also makes them great members of boards - being insight driven, growth oriented and being accountable for return on investment. Cheryl says, "We have to know a little bit about a lot in order to actually ask the right questions and get the very best from the people we want to help us bring the best success to the organisation."

"I think that's been somewhat undervalued, and as marketers, we need to up our view on the value of those things," she says.

Cheryl explains one of the best things about being on a board is the diversity of representation. "You sit around a board table and everybody's different by and large. What I love about it actually is you meet really different and interesting people that you may never have come across in your normal functional role in a corporate sector," she says.

What advice does Cheryl have for marketers keen to join the board at the table? "You have to be open to be curious, to be unafraid, to ask questions and to recognise you are often with people who have a lot more experience than you."

To hear more from Cheryl Hayman and find out how marketers can use the power of self-promotion, tune into this episode of The CMO Show.

Resources

• Mentor Walks

You might also like…

• Renee Garner on diversity of thought & inclusive leadership in marketing (amaysim)
• Anny Havercroft on seizing opportunities to learn & lead (Verizon Media)
• Katherine Raskob on the transition from CMO to CEO

Cinnamon Pollard, Chief Experience Officer at Beyond Blue and Sarah Alexander, Executive Producer of Beyond Blue's Not Alone podcast, sit down with Mark Jones to talk about the Beyond Blue brand journey from vocal advocacy to practical support, and the healing power of storytelling behind it all.

Resources

• Beyond Blue - 1300 22 4636
• Lifeline Australia - 13 11 14
• Not Alone - a Beyond Blue podcast

You might also like…

• Caroline Swarbrick on making marketing more human
• Amy Smith on brand purpose at T2 Tea
• Helen Thorpe on giving a voice to lived experiences (batyr)

Caroline Swarbrick, Senior Director of Marketing, Sales & Customer Experience at Vistaprint sits down with Mark Jones to discuss the impact of good customer experience, and how marketers can adapt to the immense change brought about by digital transformation.

Resources

• Vistaprint
• Vistaprint dives deeper into design

You might also like…

• Eva Ross on understanding impact at Sendle (B Corp)
• Amy Smith on brand purpose at T2 Tea
• Helen Thorpe on giving a voice to lived experiences (batyr)

Susan Coghill, Chief Marketing Officer at Tourism Australia sits down with Mark Jones to discuss scenario planning, what it takes to pivot without panic, and how marketers can amplify their impact through strategic collaboration and storytelling.

Resources

• Tourism Australia
• Holiday Here this Year

You might also like…

• Lisa Hresc on the power of partnerships (The Benevolent Society)
• Mark Jones on making marketing meaningful in 2021
• SenateSHJ on the valuable lessons 2020 has taught marketers

David Garden, Group Marketing Director at Australian Christan College, sits down with host Mark Jones to discuss building trusted stakeholder relationships and partnerships, the role of shared and earned media in establishing trust with your audience, and how marketing professionals can use communication channels as tools to amplify a brand's impact.

Resources

• Australian Christian College
• ACC Distance Education

You might also like…

• Professor John Roberts on Better Marketing for a Better World (BMBW)
• Bianca Bryson on emotive storytelling at International Justice Mission
• Ryan Barlow on brand responsibility at McGrath Foundation