Jennifer Williams, Chief Marketing Officer at Comparethemarket.com.au, discussed around “Adapting an international brand to a local market” during her workshop at the CXO Leaders Summit.
Just because a brand is successful abroad doesn’t mean it’s going to be an automatic hit with Australian audiences. This session took the audience on the journey of Comparethamarket.com.au’s iconic meerkats; the challenges of bringing them to Australia, localising them to this market and securing their place in a long-term strategy to ensure sustainable growth in a largely undifferentiated category.
ABOUT JENNIFER WILLIAMS
Jenny has been in technology-driven marketing (on and offline) for over 30 years. She has worked across Australia, Asia, America and Europe and is focused on driving innovation, growth and the evolution of the digital marketing industry.
Jenny was appointed to her current role as CMO of market-leading comparison service comparethemarket.com.au, to fast-track the company’s transformation into a truly customer-centric business by diversifying its consumer interactions and relationships. She is also responsible for evolving one of Australia’s most-loved brand assets – the meerkats.
Previously, she was CMO of The Hospitals Contribution Fund of Australia (HCF), one of Australia’s largest combined health and life insurance organisations. Jenny was responsible for driving a complete brand and digital transformation, with a focus on redefining the customer experience. This ultimately led to HCF being awarded “Brand of the Year”.
Starting her career in software development, Jenny rose through the ranks to hold roles such as Regional Director of McCann Relationship Marketing (MRM), Head of Interactive for MRM Asia Pacific and Managing Director of Tribal DDB Australia, during which time Tribal was awarded Agency of the Year for three years running.
Leaving agency life in 2016, Jenny started her own consulting business Ideagarden, which she ran for seven years until moving to a client side role as the CMO of HCF.
Jenny is an active participant in digital industry associations, and speaks frequently at conferences on various aspects of digital and the impact it has had on both the marketing and advertising industries. She has developed and run training programs for AdSchool and private clients, and has participated at board level on change management, particularly in relation to digital.
With a strong focus on digital, Jenny has worked with marketers, agencies and media companies to implement major digital change either through the evolution or the creation of totally new business models.