Interview – Mal Chia – MyBudget

Mal Chia is a full-stack marketer, senior leader and technologist. He helped launched Uber and UberEATS in Australia and co-founded the South Australian operations, leading an agile marketing team. He is currently the head of marketing and digital at MyBudget, where they are building the future of money.

Q: How long have you been in the marketing industry?

A: 13 years

Q: Over this time what are some of the big changes positive or negative you have seen in the industry?

A: Data has really come into focus and digital has obviously been a huge game changer across every level. Marketers have a lot more control of their marketing than ever before, but at the same time the fracturing of media means most marketers are spread too thin and are constantly feeling they are behind the 8-ball. As a consequence, I’ve seen marketers burn out faster but the ones who have been able to embrace change, taken ownership of their marketing programs and learned to move quickly are really thriving.

Q: How do you maintain success and company growth with the rapid industry changes?

A: Don’t be afraid to try new things and be prepared to fail. Focus on your strategy and do what’s important – it’s super easy to get distracted. Know what your funnel looks like and how you’re going to measure each stage. Having the right metrics can quickly alert you to what really needs your attention

Q: Are there any companies that you see as an example of great marketing and why?

A: I’m totally biased but I love Uber’s marketing and how it has evolved from when we were a scrappy startup to a global behemoth. Xero has done an unbelievable job making accounting software cool. Hubspot practice what they preach by demonstrating the capabilities of the product with all their marketing.

Q: What are the latest trends and behaviours you predict will be surfacing on the market over the coming 12 months?

A: Automation will make it easier for brands to scale their marketing and communications with less agency support whether it be performance marketing, content or social. We’re barely scratching the surface of what data can do with many of the big brands only now starting to build teams of data scientists and engineers.

Q: What is the best piece of advice you have received within your job over the years?

A: What do you want people to say about you.

Q: What is one key takeaway you hope our CXO audience leaves with after hearing your presentation on site?

A: Beware of shiny new objects. If you don’t have a goal and a plan – run away!

Interview – Angus Jones – LG Electronics

Angus is a people leader and marketing strategist who manages high performance teams resulting in organisation success, achieved by:
• Translating complex technologies and evangelizing such into plain language
• Assessing the big picture and quickly determining appropriate actions
• Surrounding myself with the right people and treating them fairly
• Understanding the customer perspective from Public Sector, B2B to Consumer including partners and alliances, matching that with Stakeholder needs
• Driving change to capitalise on new opportunities and solve problems

Angus is experienced in running large value/volume product & services businesses supported by developing people and progressive thinking strategic plans. He performs at his best when he is in (or creating) a positive, energetic, open and honest environment, where there is a clear picture of tangible outcomes to deliver, and where he has genuine autonomy to lead and inspire teams to step up.

Qualifications:
B Bus (Marketing), Company Director course – Australian Institute of Company Directors

Specialties: Marketing of Consumer Electronics, Telecommunications and Information Technology Hardware, Software & Solutions. People Management and Strategic planning.

Q: How long have you been in the marketing industry?

A: 30 years

Q: Over this time what are some of the big changes positive or negative you have seen in the industry?

A: The numbers of possible marketing levers has increased significantly with the digital age which is both good and bad, however the ability to target customers today is a massive advantage to marketers of both large and small organisations.

Q: How do you maintain success and company growth with the rapid industry changes?

A: Focus on your business and objectives. Be aware but not distracted by industry changes.

Q: What is the best piece of advice you have received within your job over the years?

A: Focus on the outcome and fail fast.

Q: What is one key takeaway you hope our CXO audience leaves with after hearing your presentation on site?

A:  Question what really is important and what actions will bring the best results for the whole corporation

Interview – Sharon Melamed, Founder, Matchboard

Sharon Melamed is a multi-award winning Australian entrepreneur and Founder of 3 matching platforms. Her journey started in 2012, when she founded Matchboard, a free-to-use website where companies can enter their needs and get matched with “right-fit” suppliers. In 2018, Matchboard was crowned “Business of the Year” at the Optus My Business Awards. And in 2017, Westpac named Matchboard as 1 of Australia’s top “200 Businesses of Tomorrow”.  Sharon was named Suncorp Innovator of the Year at the Women in Digital awards, and she also holds LinkedIn’s PowerProfile status for having one of the 50 most visited profiles in Australia. Sharon has a double honours degree from the University of Sydney, and speaks five languages.

Q: How long have you been in the marketing industry?

A: I’ve been running sales and marketing functions for – dare I say – three decades, and that includes stints in New York, San Francisco, Tel Aviv, Tokyo and Sydney. Each place I’ve lived and worked has given me a different perspective. I lived in the US for 10 years through the dot-com and dot-bomb eras and the pace was incredible, perhaps one reason I love working fast even today. But with the dot-bomb crash it also left an indelible impression on me that with all the enthusiasm and creativity in the world, you can’t just jump on a bandwagon and expect success – you still need to get the fundamentals right and have a product or service customers love or find useful. Marketing is nothing without that foundation.

It was living in Israel, also known as The Startup Nation, that really gave me the entrepreneurial bug. In fact if it wasn’t for an entrepreneurial developer in Israel, who offered to develop Matchboard’s platform at cost in exchange for the rights to use the source code in the domestic Israeli market, I may never have got my business off the ground.

Q: How do you maintain success and company growth with the rapid industry changes?

A: It’s hard but exciting at the same time to stay on top of the rapid pace of change. If you stay in a cocoon and don’t learn to swim, you drown, and there are plenty of stories like Blockbuster and Kodak that illustrate that. I think it’s important to get constant exposure to thought leadership, whether that’s through events like CXO Leaders, following influencers on LinkedIn, or downloading educational white papers. Also listen to customers, meet customers in person – their feedback and ideas are gold, so go digging! The business I run is an online platform, but that doesn’t mean it’s OK to sit behind a screen all day.  I also find it useful to meet with vendors because they are often ahead of the game, in terms of being aligned with customer demands before companies even realise what’s going on.

Q: What are the latest market offerings which you see trending over the coming 12 months?

A: Running Matchboard, I’m in a unique position to review new and exciting offerings on the market every week. Here are a few:

  • I see more companies using data to orchestrate and manage customer journeys in a very personalised way. While there’s absolutely a place for customer journey mapping, it tends to be siloed and overlooks the journey of the entire customer lifecycle. New platforms cater to this.
  • Secondly, for those companies looking to outsource customer contact centre work, I see South Africa and Fiji as the emerging destinations to rival the Philippines – both have a huge neutral accent English-speaking talent pool, and a focus on friendly customer experience rather than process and scripts.
  • Finally, I’d call out “analytics-as-service” as a trending solution, whereby companies can hand over customer interaction data to a specialist analytics provider and get insights back on customer behaviours, needs and pain points.

Q: What is the best piece of advice you have received within your career and what is the best advice you would share now?

A: Best piece of advice I’ve received is that when you are doing business with anyone, it has to be a win-win, otherwise it’s not sustainable. Always make sure you are striking partnerships that are fair and bring value to both sides. Now as an entrepreneur, the best advice I can give is that from adversity springs opportunity, and if you are desperately unhappy in your corporate role, maybe that’s fate telling you it’s time to summons your creative energy and build your own business!

Interview with Jethro Grainger-Marsh, National Head of Sales and Marketing – Alsco

Jethro is a digital, business growth, transformation and marketing leader, I have almost twenty years’ digital, marketing, sales, and transformation experience, both B2B and B2C. I deliver measurable growt

h and operational improvement through strategic marketing, growth, acquisition and transformation, and am a frequent speaker at digital transformation events throughout the APAC region. Across platform, process, and strategy, I have delivered success for some of the world’s leading brands across sectors including FS, Cloud (SaaS), and technology.

What do you feel are the biggest challenges marketing leaders are currently faced with within their business?  

Integrating as a single business that doesn’t face the customer but stands alongside them.  Embedding customer obsession into the DNA of the company and gaining the buy in on both a process and emotional level from all areas of the business.

As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?

Starting from understanding.  Consistently believing that the knowledge of customers we have as a business is complete, and not analysing our beliefs against cold hard data – and using this insight to drive performance and change.

What are the latest trends and behaviours you predict will be surfacing on the market over the coming 12 months?

Disruption on a product and engagement perspective will severely damage the brand relationships with customers.  It will no longer be Business to Consumer or Business –it will more consistently be Business to Channel to Consumer.

What is the best piece of advice you have received within your job over the years?

Step by step.

Interview with Julie Toma, Head of Marketing and Communications – Catholic Healthcare

Julie Toma is currently the Head of Marketing and Communications for Catholic Healthcare with significant leadership experience in healthcare marketing and communications.

Julie began her career in Biomedical Science going on to complete a Masters in Business Administration, majoring in Marketing Strategy and is also a Graduate of the Australian Institute of Company Directors.

Julie has successfully leveraged the combined expertise of science and marketing with large, global corporations including Sonic Clinical Services, Cochlear Limited, Kimberly-Clark Healthcare and BD.

Julie is currently a board director for the Barbara May Foundation, with previous board roles including LiveBetter and the Asthma Foundation ACT; an AMI Marketing Awards for Excellence Judge and past AMI NSW State Committee Chair; a past International Business Awards Judge and CXO Leaders Awards Judge as well as a member of the Cancer Australia Research Grant Advisory Committee.

Julie is passionate about strategic marketing planning, brand management, stakeholder engagement and customer experience. Julie was a finalist in the CEO Magazine Executive of the Year Awards 2017 and was shortlisted for the Telstra Business Women’s Awards (Medium to Large Enterprise) in 2019.

What do you feel are the biggest challenges marketing leaders are currently faced with within their business?  

Effectively leveraging technology innovation to deliver ROI, driving a high-performance culture, change management.

As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?

Failure to invest enough in high quality customer insight research.

What are the latest trends and behaviours you predict will be surfacing on the market over the coming 12 months?

We will see more AI and increased focus on employee experience.

What is the best piece of advice you have received within your job over the years?

Be curious, fail fast and build a great, empowered team.

Managing Digital Disruption And Transformation In A Traditional Retail Business

Louise Cummins, Marketing and Digital Director, H&R Block

Louise Cummins, the Marketing and Digital Director of H&R Block discussed during her around the table session at the CXO Leaders Summit the topic of digital disruption that is impacting all business. Not only how the consumers and businesses engage with the technology, but also how it drives innovation and demands new cultural behaviours. She also shared insight on how they at H&R Block are managing digital transformational opportunities and challenges – from digitalisation of the government, moving more omni-channel environment and managing the cultural change of a more conservative and older workforce.

ABOUT LOUISE CUMMINS
Louise is the Marketing and Digital Director at H&R Block Australia, and has over two decades of experience working across a range of industries including finance, technology, entertainment, healthcare and telecommunications.

Her managerial versatility, combined with her commitment to pioneering strategy and passion for innovation, has made her an award-winning industry leader who thinks outside the box – consistently delivering clear and measurable results.

Louise shares her knowledge and expertise by acting as a mentor and leader, both within her company and within the marketing industry. She has also extended her successes in the corporate world with consultative and governance roles for not-for-profit organisations.

The Power Of Brand Trust

Lynda Cavalera, Deputy Chair, Australian Marketing Institute (AMI)

Lynda Cavalera the Deputy Chair of Australian Marketing Institute (AMI) shared during her session at the CXO Leaders Summit the importance of customers trust in your company and branding and what the dimensions of trust are. She shared information and insights on some of the failed and successful outcomes of trust from what she has witnessed in the industry and explained what we, as marketers, can do more of to build trust.
ABOUT LYNDA CAVALERA
A senior business and marketing executive and accomplished leader with more than 25 years’ experience across multiple industries including financial services, banking, retail, Government, education and NFPs. Lynda has strong strategic experience and commercial acumen, and bring a distinctive capability to synthesise consumer insights and trends to develop compelling brands and value propositions that provide customer solutions across the customer journey in a channel-neutral approach, to create impact, value and advocacy whilst delivering on key business objectives.

As a passionate and innovative marketer she is adept at integrating emerging technologies, channels and trends with the more traditional, whilst simultaneously considering both the marketplace and customer, to achieve positive results and a sustainable competitive advantage.

Currently Deputy Chair of the Australian Marketing Institute, Lynda has a solid reputation as someone who is adept at influencing and negotiating to effectively get things done across all levels of an organisation including Boards and executive teams, even in complex and challenging environments, whilst simultaneously building collaborative and productive relationships and high-performing teams.

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?”
ABOUT REBECCA MANGAN
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.

The Relationship Era – Don’t Market To Strangers

Alesha Godinho, Head of Engagement, Marketo

Alesha Godinho, the Head of Engagement from Marketo has shared during her session at the CXO Leaders Summit the importance of marketing to the correct audience for your product and why it is worth investing the time to look at the customer lifecycle and establish how we can better engage with our prospects to make them customers and ultimately advocates of our brands.  “Even though most of us have difficulty engaging with strangers, as marketers we seem to have no problem selling to strangers. We spam unsegmented email lists and display annoying pop-ups on websites. We spend exorbitant amounts of money on digital advertising—without even taking the time to learn about our audiences.”
ABOUT ALESHA GODINHO
Alesha is a marketing automation specialist that works with organisations to develop and adapt their digital strategy. Alesha has been working with organisations for 6+ years to streamline a consistent customer experience across channels to drive brand advocacy. In her role at Marketo, Alesha scopes and aligns the right Marketo Professional Services to ensure the engagement platform drives fast wins, supports business goals and drives ROI.

Journey Mapping, Prioritisation and Management

James Usback, General Manager, Touchpoint Dashboard

James Usback, the General Manager at Touchpoint Dashboard shared during his session at our CXO Leaders Summit information on how Touchpoint Dashboard assists organisations to move from journey mapping to journey management and introduced several tools to assist you in scaling this function across your organisation while building internal support for your mapping and CX (Customer Experience) initiatives.
He mentioned that while the practice of journey mapping to identify pain points and improvements in the customer journey has been useful, most organisations have struggled with the ongoing execution and management of improvements. To truly deliver memorable experiences, a disciplined method of prioritisation and journey management is needed.
“Touchpoint Dashboard is a journey management solution that enables organisations to collaborate, validate, analyse and optimise a portfolio of journey maps. Prioritisation and management of initiatives are paramount to ensure any journey mapping projects are a success. Managing resources and understanding where the greatest ROI on journey improvements lie is the key to ongoing success and creating loyalty.”

ABOUT JAMES USBACK
James Usback is the General Manager of Touchpoint Dashboard, the world’s leading journey mapping and management platform. He works with organisations to help sustain and scale journey mapping efforts through best practice frameworks and the Touchpoint Dashboard platform. This drives accountable action and continued improvement through native customer validation and action planning capabilities.

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