The Journey of Transformation

Trisca Scott-Branagan, Head of Marketing, Institutional, ANZ Bank

“The Marketing profession is on an exponential path of transformation. Customers’ expectations are forever changing and becoming more sophisticated, technology enhancements need to be deciphered to drive deeper customer engagement and Marketing professionals are increasingly being asked to deliver greater results with less. Leading your organisation, your team, and yourself through these changes isn’t a simple or easy path. But the journey is highly rewarding for those willing to take it on.”

This session from Trisca at the 7th Annual CXO Leaders Summit Australia explored some of the proven approaches modern-day marketers can apply to be successful, it also faced into the harder challenges that you will need to address in order to transform how your organisation leverages marketing to deliver greater customer experiences and delivers tangible business outcomes.


Awarded Marketing Executive of the Year by CEO Magazine Executive Awards 2017; and ranked the #5 most innovative CMO in Australia by the CMO Council in 2017 (#7 in 2016; #16 in 2015). Trisca is a passionate senior executive and developer of great talent, with over 20 years’ experience in B2C and B2B marketing and business development across the financial, education, health and professional services sectors. She has extensive experience in global, regional and national roles within large, complex matrix organisations across America, Asia and Australia.

Particular areas of strength include:
– Designer of global business strategies, practical operating models, marketing campaigns and business development programs;
– Translator and communicator of complex concepts;
– Leader and collaborator of disparate teams;
– Implementer of transformational change; and
– Driver of revenue growth and productivity across multiple disciplines, geographies and business units.

Trisca is passionate about getting the best out of the people she works with, new technologies that drive greater impact and extended market reach, stronger client and customer relationships, and superior revenue growth

XM | Dream it! Begin it!

David Watson, GM CX Systems & Innovation, McGrath Real Estate

McGrath has a three year program to transform the Property Management experience for Customers, Employees and Suppliers.

In this session, David shared how the program was developed; covering CX strategy, program frameworks, project prioritization, digital transformation and employee change management. 


A highly energetic and results focused professional with proven business experience in operations offering a strong combination of strategic skills with hands on capability to deliver.

Professional background with practical experience in managing complex process and business transformation projects, excellent ability in building relationships, proven leadership skills in managing teams that deliver.

• Managing business change leveraging technology
• eCommerce & EFTPOS Thought Leadership
• Managing transformation projects & delivery
• Strong Business relationship skills


Understanding and Catering to Millennials and Gen Z

Natasha Ritz, Head of Marketing & Communications, Parcelpoint


This roundtable at the CXO Leaders Summit Australia touched on trends around millennials, gen z and how we can best serve them as customers. Natasha discussed successes and challenges she faces. Expectations and how to overdeliver! She shared ideas by work shopping together with the attendees ways to create connections and lasting memories.


Natasha is a passionate story-teller, with a love of retail, marketing and creating amazing customer experiences. Today, Natasha has worked in sales, marketing and retail both agency side and in-house for a variety of brands in fashion, beauty and lifestyle. She has worked in startup right through to enterprise.

Most recently she finished up a 4-year stint as the Brand Lead for LUSH Cosmetics Australasia, leading the brand communications team to deliver regional campaigns from the globally viral Naked campaign to supporting marriage equality, the #bringthemhere campaigns and many more.

Natasha’s more recent role steps her into the solution provider side of retail as the Head of Marketing & Communications for tech and logistics startup, Parcelpoint where she is kicking off their marketing efforts. She has started her journey by supporting a complete rebrand for the business will look to take the brand to new heights with the launch of social media presence, PR activity, internal marketing and engagement for both B2B and B2C.

Overall, she is a hands-on team leader and a jack of all trades when it comes to marketing with her skills spanning; eCommerce, media and public relations management, crisis management, brand management, customer experience, digital, social media, content marketing, creative, events, call centre management, sales, retailing and people management. She loves building teams that support each other to create incredible customer experience.

70% of Marketing Automation Projects Fail. How to Avoid Yours Becoming a Statistic?

Mal Chia, Digital Marketing Specialist | Head of Operations, Ryderwear/PUSHH

Marketing Automation is one of the biggest opportunities for many marketers. Done right, it can accelerate growth and help your funnel perform more efficiently. But done wrong, and it can become an albatross sucking up valuable time and resources. With four enterprise-wide implementations under his belt, in this roundtable discussion, the audience found out the lessons that Mal has learnt about how not to f it up.


Mal Chia is a Full-stack senior marketing leader and technologist. Mal builds high-performance marketing teams that accelerate growth and scale quickly.

Mal helped launch Uber and UberEATS in A/NZ leading an agile marketing and operations team at the world’s most valuable tech startup. Mal was last at MyBudget, helping to create the future of money in an equally dynamic environment as the head of marketing and digital and has now taken a new position as the Digital Marketing Specialist/Head of Operations for Ryderwear/PUSHH. Mal advises and mentors startups on business strategy, process improvement and marketing.

Path to Personalisation

Rebecca Mangan, Digital Experience Specialist, Sitecore


Rebecca Mangan, the Digital Experience Specialist at Sitecore shared during her 3 step round table discussion at the CXO Leaders Summit the importance of personalisation and how in today’s market there is an increased expectation from customers for personalised experiences from brands. She’s shown how to identify quick win personalisation tactics to improve conversions and ultimately ROI in customer.

“Brands understand that delivering personalised experiences drive loyalty and increase sales. But in a world where we have fragmented legacy systems and siloed marketing applications, where do we start?”


Rebecca is a results-driven marketer with 9 years of digital experience. She is passionate about creating seamless online experiences across digital products. Her experience spans digital strategy, UX, digital product design and delivery for blue-chip clients such as CommBank, Sunsuper, NRMA, Accor Plus, Nestle, Panasonic and Lion.

Beyond the Smart Speaker

Fayad Tohme, Chief Digital Officer, Nova Entertainment


Smart speakers and AI Voice Assistants are exploding in popularity and consumer adoption. As these innovations start to bring more and more marketers’ attention (so long focused on the visual world) back to audio, this is an opportunity brands cannot afford to miss. Voice technology is evolving in new ways that make having a Voice strategy more important than ever.

This session discussed current trends and explored the future of Voice and conversational experiences.


Fayad is NOVA Entertainment’s Chief Digital Officer, responsible for the company’s full digital portfolio.

With over 18 years of digital transformation and new product development experience, Fayad’s career spans across a diverse range of industries within the public and private sectors, varying in size and complexity. He has held senior leadership roles across consulting, strategy, transformation and delivery, with remits to lead and support these businesses into becoming customer centric and agile enterprises while leveraging the power of people and technology.

Fayad joined NOVA Entertainment from Transport for NSW (RMS), where he led the state’s largest customer transformation program, delivering higher quality government services and elevated customer experience. He has also held senior digital transformation roles at Optus and Woolworths.

Fayad joined NOVA Entertainment in May 2018, responsible for leading the business’ digital strategy, to deliver a high value digital audience and personalised customer centric connected experience across all the company’s platforms.

Fayad holds a Bachelor of Engineering degree in Robotics from the University of Sydney and a Master of business Management from the University of Technology Sydney.

More Than Just a Name Change – Bringing a Brand to Life

Jade Maletsky, Head of Marketing, Bank First

More than just a name change – bringing a brand to life that is defined by a meaningful purpose


This work told the story of how a bank founded by a group of educators was built on a meaningful purpose.

Pre and post the Royal Commission, banking is in the news every day and consumers quite often feel powerless in their dealings with the big banks. With a history of putting their customers first and reinvesting profits into better products and services and they truly live this every day. In 2018 Victoria Teachers Mutual Bank re-branded to Bank First and this approach was more than just a name change it was defined by a meaningful purpose.

This presentation covered learnings from:

  • A full name change and rebrand whilst staying true to its heritage
  • Insights into creating a purpose driven brand
  • Creating an emotional connection with your customers within a rate driven industry
  • A view into the Banking world from a Customer Owned Banking perspective.


Jade is an experienced Strategic Marketing and Communication Manager with a demonstrated history of working in the Financial Services industry. Jade has a balanced background combining 18 years’ experience in Advertising and Marketing together with an MBA. She now heads up the Marketing and Business Development teams for Bank First and enjoys the daily challenge of decoding consumer behaviour within the dynamic world of financial services.  Some of Jade’s achievements include re-launching the Liberty Brand, one of the largest African Wealth and Insurance companies across 8 countries, setting up an asset management brand in the UK and the recent rebrand of Victoria Teachers Mutual Bank to Bank first in 2018.

Embedding a CX Culture – Audi’s Journey

Joshua Wood, Director of CX and Digital Innovation, Audi Australia

Like many industries, automotive is going through rapid change. The evolution of vehicle connectivity, on-demand mobility services and the electrification of vehicles are shaking up the industry, however it is the changes in customer expectations driven by experiences outside the automotive industry, that are having the biggest impact.

In this session on day 2 of the CXO Leaders Summit Australia, Joshua Wood (Director of CX & Digital Innovation at Audi Australia) explored how to use data to shine a light on the true customer experience and then how to use those findings to drive business accountability and ultimately a lasting CX culture.


Joshua Wood is the Director of customer experience, digital & connectivity platforms and Innovative projects at Audi Australia.
Headquartered in Ingolstadt, Germany, Audi has a history of sportiness, sophistication and progressiveness that spans over a century. Vorsprung durch Technik – advancement through technology – is at the heart of Audi’s business.
Audi pride themselves on customer delight and corporate responsibility. That passion extends to their employees: the Audi Australia family. They are determined that Audi Australia remains a destination employer with a strong, open and inclusive professional culture by encouraging creativity and innovation at every level.

How to Co-Create Effective Brand Partnerships – Partnering with Purpose

Moderator: Chris Noble, General Manager, World Nomads

Panellists: Adriana Giometti, Chief Marketing and Corporate Relations Officer, Holman Webb

Cristobal De La Rubia, Marketing Director, Revlon Professionals Australia

Margy Vary, Marketing Director, The Guardian, Australia


How do businesses build strategic marketing partnerships that both provide access to like-minded communities, help drive commercial success and create alignment around shared values?

This panel session explored a few touch-points for when it comes down to building and maintaining effective brand partnerships. It focused on the starting points, measuring success and working together and how ‘partnerships of the future’ look like.

Our panellists addressed the following questions:

  • Is there a clear difference between partnership types in your business – strategic vs commercial vs brand
  • Facebook & Google – is it really a partnership or a just a necessary relationship?
  • How do you choose the right partner and what makes a great partner for your business?
  • How do you measure partnership value? Can you expect equal buy-in without equal investment?
  • When has it gone pear shaped and what did you learn?
  • How have the types of partnerships you’ve developed changed over time?
  • Who do you feel you’ll be partnering more with in the future and why?

Customer Experience Doesn’t Stop at The “Buy Now” Button

Johann Loibl, Chief of Staff, Different Property Management | Former Head of Customer Service and SMB Sales, Zip Co Limited


For many companies, driving revenue and number of transactions take priority in their funding and decision making. Consequently, this means the focus is on getting the customer to purchase your product or service in order to have the numbers to fuel further growth, but it can also mean that because of poor focus on backend processes, technology and people, customers get burned and churn. Not to mention the impact on the staff and culture.  

Take-aways from this Roundtable Discussion include:

  • Why having a strong bond between the marketing and Customer Care team is key for successful Customer Experience
  • How to best setup the VOC programs so all parts of the business can benefit from customer insights
  • How a well-functioning operations’ team not only can drive customer experience, but also save money and increase profits.


Johann entered the CX sphere in 2012 while working at Groupon ANZ and gained significant experience in Head of Customer Service roles at companies such as THE ICONIC and Contiki afterwards. Born in Germany, Johann holds an Engineering Degree in Agriculture and a Master of International Business from USYD, he most recently worked as the Head of Customer Care at Zip Co and is now the Chief of Staff at Different Property Management.


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed a leo quis purus feugiat facilisis. Interdum et malesuada fames ac ante ipsum primis in faucibus. Aliquam quis elit tristique, efficitur enim viverra, consequat odio. Duis porta ipsum ut magna dignissim vestibulum. Ut finibus augue nec mi maximus, nec laoreet arcu sagittis. Fusce pellentesque ipsum non lobortis bibendum. Sed consectetur dolor et ligula venenatis facilisis.


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed a leo quis purus feugiat facilisis. Interdum et malesuada fames ac ante ipsum primis in faucibus. Aliquam quis elit tristique, efficitur enim viverra, consequat odio. Duis porta ipsum ut magna dignissim vestibulum. Ut finibus augue nec mi maximus, nec laoreet arcu sagittis. Fusce pellentesque ipsum non lobortis bibendum. Sed consectetur dolor et ligula venenatis facilisis.


Top of Page