CPM Profile: Maria Anderson AFAMI CPM, Managing Director, Sustainable Marketing Services

As featured in Marketing UpdateMaria Anderson

Maria Anderson AFAMI CPM
Managing Director, Sustainable Marketing Services


  • Bachelor of Business (Marketing)
  • Diploma of Sustainability
  • Certificate IV in Training & Assessment
  • Diploma of Financial Services.

 Current project or activity: Managing Director, Sustainable Marketing Services

 Proudest accomplishment:

Winning the Excellence in Hall of Fame Business Award locally in late 2014. Guiding one of our clients to receive a Bronze in Excellence of Marketing in the Australian Automotive Aftermarket Awards in 2015. Helping our 2015 student, Jarrah Nicholson, from the Griffith University mentoring program get his first marketing job with Australian Business Solutions.

 Marketing mentor?

The Executive Connection, the Australian Marketing Institute, peers, clients and emerging marketers. Today, the marketing world is evolving rapidly, it is incredibly interconnected within all business disciplines. So I think it is important for marketers to be humble enough to seek mentoring from a diverse community. Importantly, this exposure helps ensure marketing has a seat at the boardroom table.

Which brand do you most admire and why?

I admire brands with strong heritage. My parents’ business, Anderson Camera Repairs is a third generation family business, established over 60 years ago.  I admire their commitment to customer service. They have been the Qld Nikon service agent for over 50 years. Brands that attract generational loyalty, remain true to their story and innovate to survive, I find especially exciting.

Marketing program you wish you had worked on?

Naked Wines’ content marketing program. They inspire me by their ability to delight customers at each touch point.

What’s the most valuable marketing lesson you picked up during your career?

Early in my career, I was lucky enough to be managed by Helen Henderson, a smart and gracious marketer. Through her mentoring and nurturing of my capabilities, she taught me the importance of investing in people. For the last five years I have been a mentor in the Griffith University mentoring program which is very rewarding.

What has been the biggest lesson in your career, and what did you learn from it?

Working for a company that didn’t align with my values taught me about the importance of authentic brands. This influenced me to build a successful business with an authentic and sustainable brand that is client centric, that provides a flexible and rewarding workplace and adds value to community.


What are the biggest challenges facing marketers today?

For marketing to be recognised as a profession that adds value. In a business world where immediate results (especially in the sales pipeline) are required, ensuring that marketing remains strategic, but flexible and responsive, rather than tactical and piecemeal is an extremely difficult challenge.

Best recent technological advance for marketing?

Apps that are integrated with physical products such as the monitoring app for Solar Edge (solar). This type of technology is very exciting as it both engages and can help change behaviours.

Future direction for the marketing profession?

I can see marketing and information technology joining forces to drive intelligence, value and performance.

What does “Fuelling Progress” mean to you?

The AMI’s education program fuels our knowledge and marketing capabilities. It energises our future as marketers, drives the performance of marketing for our clients, and elevates the professionalism of our industry.

Do you think sustainability is a burning issue for marketing?   

Sustainability is profitable for businesses, it strengthens organisational capabilities, builds brand trust and employee engagement. Importantly, it leads to long term success. I launched Sustainable Marketing Services in 2008 with a commitment to the triple bottom line (profits, people and planet). We become one of the first 100 Queensland businesses to become recognised as a CCIQ ecoBiz Partner and I sit on the CCIQ ecoBiz advisory committee. Because of our commitment to sustainability we continue to enjoy growth and increased profitability.

What attributes make a great marketer?

A combination of emotional intelligence, a natural curiosity about people and a passion for knowledge and innovation. Fundamentally, marketing is about understanding people, building relationships, adding value and making continuous improvements.

Articles or books you have read that influenced your thinking as a marketer?

Articles on non marketing disciplines such as sustainability, leadership, customer service, technology and sales because of their inter-relationship with marketing.

Favourite quote? Be kind to one another. Even if you disagree on stuff.

Last movie?   The new James Bond movie, Spectre.

Favourite sports team?  Brisbane Broncos.

Favourite holiday spot? Cruising on Moreton Bay in Queensland on a boat.

Last book you read? Leadership is a big topic of influence. I am currently reading “Secrets of successful CEOs” and “Great by Choice”.

Hobbies? Running, walking and rollerblading with my crazy border collie kelpie, Lily.


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