As featured in Marketing Update
Current project or activity:
Leading the digital engagement strategy for Ergon Energy Retail.
While working at the Department of Communities i lead a marketing campaign to prevent elder abuse which resulted in a 44 per cent increase in calls to the Elder Abuse Helpline. It was one of the first campaigns in Australia to tackle this issue and a highly rewarding project.
I’ve been very lucky throughout my career to learn from many talented and generous marketing colleagues.
Which brand do you most admire and why?
Apple has built an amazing brand which customers will pay a premium for. Their products have changed the way millions of people work and play.
Marketing program you wish you had worked on?
The original Dove Real Beauty campaign. It was highly successful, based on strong customer insight and broke the mould of the way women are portrayed in beauty advertising.
What’s the most valuable marketing lesson you picked up during your career?
Always come back to the customer and their needs.
What has been the biggest lesson in your career, and what did you learn from it?
The challenging times are usually when you grow and learn the most.
What are the biggest challenges facing marketers today?
Keeping pace with the rapid changes in technology and customer expectations.
Best recent technological advance for marketing?
Social media has significantly enhanced brand’s ability to have two way conversations with customers.
Future direction for the marketing profession?
Marketing will increasingly shape and own the customer experience.
What does “Grow Brand You” mean to you?
To me it’s about driving innovation and change. As marketers we’re at the forefront of leading change to meet customer and business needs.
Do you think sustainability is a burning issue for marketing?
I think sustainability is an important issue for all businesses and it’s something that customers expect.
What attributes make a great marketer?
Strategic thinking, creativity and the ability to put yourself in your customers’ shoes.
Articles or books you have read that influenced your thinking as a marketer?
The Ultimate Question by Fred Reichheld.
“In the middle of difficulty lies opportunity” by Albert Einstein. Also “Don’t sweat the small stuff” is something I’m trying to get better at.
I’m currently getting into House of Cards
Favourite sports teams?
North Queensland Cowboys – reflecting my Cairns upbringing.
Favourite holiday spot?
Anywhere by the beach
Last book you read?
I’m currently reading All The Light We Cannot See by Anthony Doerr. It’s moving and beautifully written. I can’t put it down.
Cycling. Over the years I’ve enjoyed cycle tours through France, the Netherlands, Belgium, Germany, Austria and Italy. I also love my Sunday morning cycle with motivation breakfast at the end!