Keeping Brands Iconic By Staying True To Their Founding Myth

Shalabh Atray, Chief Marketing Officer, Kraft Heinz

Shalabh Atray,  the Chief Marketing Officer for Kraft Heinz shared during his session at the CXO Leaders Summit stories of brands that have consistently reinvented themselves to be relevant to the culture yet being true to their founding myth. “Iconic brands are those that stay true to “what made them famous in the first place.””


Shalabh is the CMO for Kraft Heinz, Australia, leading commercial marketing for all the 25+ categories and 8+ brands for the Australian business. He has lead other iconic global brands & local jewels like Golden Circle, Gravox, Saxa, Foster Clark’s amongst others. Shalabh is recognised as being an industry leader in crafting iconic brands, growing categories and driving disruptive innovation.

Customer Experience For Social Good

Belinda Dimovski, Director Customer Engagement, Australian Red Cross

Belinda Dimovski the Director Customer Engagement for Australian Red Cross shared with us during her session at the CXO Leaders Summit an introduction into the Customer experience for a Not for Profit Organisation and the art of listening to and defining customers needs and financial donor wants. “Customer experience outcomes don’t just lead to increased financial returns, but the ability to meet humanitarian needs”


Belinda Dimovski is the Director of Engagement and Support at Australian Red Cross. She is responsible for the Customer Experience, Fundraising, Marketing and PR functions for the organisation as well as the delivery of First Aid training to students as well as the operations of the Red Cross Shops to support the amazing work the organisation delivers every day.

How Customer Centric Is Your Organisation? (Really) Aka How To Find Your Blind Spot

Heather McGovern, Former Chief Product and Marketing Officer, BankVic

Heather McGovern the Former Chief Product and Marketing Officer of BankVic shared during her session at the CXO Leaders Summit information and insights into why it is important to assess your organisation’s capability with a CX (Customer Experience) lens. She explains how you can assess this across multiple dimensions using tools such as customer understanding, capability and resources, techniques and technology, measurement, leadership, and organisational culture.

She has also shared the importance of establishing your companies benchmarks and knowing what your process is to achieve what is important.


Heather is a strategic executive leader with over 20 years experience across multiple disciplines, locally and internationally and rich experience in delivering step by step change improvements. She is data-driven and commercial and has proven ability to identify opportunities, and deliver creative solutions.

Marketing to The New Australia

Mohit Bhargava, GM – Marketing and Sales, Village Entertainment and Topgolf Australia

Mohit Bhargava the GM of Marketing and Sales for Village Entertainment and Topgolf Australia Sitecore shared with us during his session at the CXO Leaders Summit the commercial impact of cultural diversity on brands and businesses through

the lens of the movie and entertainment industry.


Mo has over 15 years of marketing & business development experience working across some of Australia’s leading entertainment & media brands. He is one the leading entertainment marketers in Australia and has been recognised as one of the Top 20 most innovative marketers in Australia for the last two years running (#8 in 2017) in the CMO50 rankings for his data driven approach to entertainment marketing and the evolution of customer experience.

After 7 years serving as General Manager of Sales & Marketing at Village Cinemas and Topgolf Australia, Mo is currently in transition over to his new role leading Sales & Marketing at BIG4 Holiday Parks, Australia’s leading holiday parks brand.

Mohit has lived across multiple continents and still has deep seated family ties in Asia, North America and Australia. His deep understanding of cultures & diversity allows him to readily connect brands & products with diverse audiences.

How a Market Leading Brand Can Create Emotional Connections Whilst Providing a Rational Reason To Believe

Alex D’Amico, Marketing Director, Forty Winks

Alex D’Amico, the Marketing Director at Forty Winks, shared during his session at the CXO Leaders Summit the importance of creating emotional connections with current and potential customers by providing insight into how leading brands have used a combination of emotional and rational communication strategies to drive market share and remain leading brands within their categories. Alex also provided proven case study results from Radiant Laundry Detergent (from 2006) & the current Serious About Sleep Forty Winks campaigns. “The most effective and memorable form of communication is one which effects people emotionally”


Alex D’Amico has proudly been given the custodianship of managing and marketing some of Australia’s most well-known brands over the past 25 years. With both Global and Local market experience, he has worked across varied FMCG and Retail categories. Alex is a senior commercial marketeer with a strong belief in brands being single minded and sustainably profitable.

The Future of Media Ecosystems

Nick Grinberg, Founder & Co-Partner, GMG Digital

Nick Grinberg, the Founder & Co-partner of GMG Digital, shared during his session at the CXO Leaders Summit his opinions and some key insights on what he believes the future has in store for us and our Media Ecosystems.


Nick Grinberg is the Founder and Co-Partner of GMG Search Engine, Australia’s leading local search engine optimisation experts. GMG provides truly performance based local search engine optimisation and internet marketing services to help you grow your business online by leveraging their team of experts search engine technicians, internet marketing consultants, designers and coders..

Through responsible and completely white hat SEO methods, GMG Search Engine Optimisation prides itself on providing completely risk-free services. When it comes to Local SEO they put their money where their mouth is and refuse to ask for a single cent until your website is ranking on the first page of Google.


George Bej, Director, Strativity Group

George Bej, the Director of Strativity, shared during his session at the CXO Leaders Summit his knowledge and insights into achieving exceptional business results by delivering exceptional customer experiences. He touched on what an exceptional customer experience means to him and some tips on proving the best customer experience.


George has worked with some of Australia’s leading companies, specializing in the application of customer centricity lenses in order to assist executive management teams enhance customer experience. Prior to working with Strativity, George occupied a number of senior executive roles in tough industrial markets with more than 30 years’ commercial experience across a range of industries and organizations. He has implemented customer focused programs that have led to revenue growth, improved retention and bottom line. George specializes in accelerating business performance, bringing tools and insights that can underpin successful transformation programs. George’s approach draws upon disruption theory, design thinking, entrepreneurialism and innovation.

Strativity Group provide organizational recommendations and blueprints for innovative customer centric programs as well as education and communication plans that inspire and empower employees to deliver great experiences at every touch point. At the core of their methodology is the goal to help their clients create new value and differentiate their value proposition by providing consistently excellent customer experiences.

Bridging The Gap Between Sales And Marketing

Chantelle Lane, Head of B2B Marketing, Australia Post


Chantelle Lane, the Head of B2B Marketing from Australia Post, shared at the CXO Leaders Summit insight into the growth ambitions of Australia Post and how they’re working to bridge the gap between Sales and Marketing teams to dramatically improve marketing ROI, sales productivity and most importantly top-line growth.


Chantelle is an accomplished, senior marketing professional with experience in both the client and agency side across B2C and B2B Marketing. She has worked on some of Australia’s biggest brands including AAMI (incl. Just Car Insurance), ANZ, TRUenergy, Mitre 10, Origin Energy and Australia’s largest digital media company, Sensis.

Chantelle has a proven track record of helping organisations deliver results by leveraging customer and business insight to build successful marketing strategies, communication strategies and campaigns. Chantelle has a solid reputation in the Australian marketing community built through applying customer-centric approach, influence, embedding structure and process, delivering outcomes and working collaboratively within organizations.

The Increasing Importance of Trust in Marketing

Melody Townsend, GM of Network & Product Marketing, ME Bank

Melody Townsend, the GM of Network & Product Marketing from ME Bank has spoken during her session at the CXO Leaders Summit about the increasing importance of trust in marketing and how as marketers, we should be utilising the method of trust and how to ensure we are playing a leading role in building trust and purpose in our product to manage the long-term interests of customers.


Melody is the General Manager of Product and Network Marketing at ME Bank and has a wide range of experience in Marketing from working with local and global brands in automotive, freight and logistics, e-commerce and banking.

At ME Bank Melody is responsible for communications across all banking products and works with industry super funds on initiatives to help Australians get ahead.

ME Bank, also known as ME, is an Australian direct bank based in Melbourne, Victoria with offices in Sydney, Brisbane, Adelaide, Perth, Hobart, Canberra and Darwin. ME is 100% owned by 26 of Australia’s leading industry super funds.

Interview with James Usback, General Manager – Touchpoint Dashboard

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.

 1) What do you feel are the biggest challenges marketing & CX leaders are currently faced with within their business? 
Understanding the detail of what’s happening at a touchpoint level and how to manage at scale, the ongoing initiatives and actions, in order to drive continued improvement across the end to end customer journey.

Proving ROI on their customer experience initiatives and growing the internal support from internal stakeholders and executive teams.

Building a truly customer centric culture and improving business practices in order to place the customer at the centre everything they do. This is essential to understand the customer’s emotions and behaviours through the journey and how they can then impact advocacy.

2) What do you feel businesses continue to get wrong when it comes to their Customer Experience strategy?
Many organisations continue to put profit and business practice first with the needs of the customer being met subject to the limitations that this creates. Organisations need to redesign the customer experience and move from the current state to the desired future state experience as validated by their customers. In order to build support, it is essential to focus on quick wins and high value improvements through a disciplined method of prioritisation and accountability.

3) What is the best piece of advice you have received within your job over the years? 
No one cares how much you know until they know how much you care!

4) What is one key takeaway you hope our CXO audience leaves with after hearing your presentation on site?
That attendees understand the importance of shifting from Journey Mapping to Journey Management. This includes the need for an ongoing disciplined approach to prioritisation, collaboration and task management as well as the tools that can be used to support and scale their journey management activities.


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