Interview with Louise Cummins, Marketing and Digital Director at H&R Block Australia

I am currently the Marketing and Digital Director at H&R Block Australia, and have over two decades of experience working across a range of industries including finance, technology, entertainment, healthcare and telecommunications.

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

I am passionate about digital innovation and ongoing evolution to serve client needs better.


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

Data continues to be the biggest opportunity and challenge. We live in a world where now can access lots of data sources but to collate and manage these insights cleverly and effectively without getting lost in the data remains a challenge.

 

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

Not willing to take chances. A lot of organisations talk about testing and piloting ideas (you hear the phrase ‘fail fast’ often) but it takes courage to allow your teams to fail. I’m not sure many businesses really embrace this testing spirit well.


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

The big buzz is AI. How will AI meaningfully integrate into the world of marketing and service delivery?


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

One of mentors really drilled into me the importance of being solutions focused and seeing problems as opportunities. Not so much advice per say but a great way of working that has shaped how I operate today.

 

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

My session is a round table so I’m keen for the attendees to walk away with 1 or 2 ideas from me or the people around the table about what they can do differently to help with their own digital transformation journey.

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http://ohsleaders.com.au/

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http://ohsleaders.com.au/

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