CMO ANZ Live August Hybrid
Creating Customer Value Through Effective Brand Strategy and Digital Innovation
Hosted by Factor
- 500 attendees
- 12786 hours
Overview
The role of the CMO plays a key role in driving strategic growth with any organisation. Attend CMO ANZ Live August Melbourne Hybrid event to hear and learn from marketing leaders on how to create business advantages through innovation, reimagined CX, rethinking leadership styles to drive brand’s purpose as well as utilising data to outline a roadmap for future marketing success.
What to expect
- Speakers 10+
- Virtual Attendees 200+
- Roundtables
What we will cover
- Transform your sales and marketing to meet growth opportunities
- Deliver personalised and real-time CX
- Best use of technology to attract and retain loyal customers
- Get maximum value our of your martech investments
Agenda
- 3 Success Steps to Centering your CX Strategy Around First-Party Data: Overcoming the challenges of today’s data-driven marketer(Plenary) For all the talk about a first-party data strategy, there hasn’t been much discussion of what a first-party data strategy actually is or how you should think about one. The truth is, any company with a customer has a first-party data strategy…it’s just a question of whether or not it’s intentional and effective. In today's session, we will share 3 success steps to centering your CX strategy around first-party data: How to prepare for a first-party data strategy : what first-party data means for your organisation, how to collect and activate first-party data, how data mature is your organisation? Defining success and what success looks like for your organisation : how to make value impact, what is the value exchange for your customer, how to use privacy in personalisation strategies? Where to start with developing a first-party data strategy : what software or strategies to consider, how to get your hands on first-party data, how to reach out to your audience without third-party data? Each of the steps will be illustrated with real life use cases and customers success stories to make it as relevant and useful as possible for you.
- Keynote: Digital Transformation: Adaptability, Agility and Efficiency(Plenary) Digital transformation and automation are essential now for organisations to be truly competitive in today’s market. With new technologies giving consumers the power to choose how and when to engage with a brand, it’s imperative for CMO’s to evolve the brand and deliver unrivalled customer experience. This session will assist to: Leverage data and digital technologies for increased transformation success Evolve organisation design and ways of working to increase engagement and velocity Deliver a seamless, personalised and real time experience for the future of CX
- Keynote: Personalising the Brand Strategy to Deliver Customer Loyalty(Plenary) To deliver personalised and engaging brand experience to customers, CMO’s must work collaboratively with customer-facing functions like sales and customer support as well as be an influential leader throughout the customer journey with the brand. This session will address: Effective strategies to communicate with customer through digital channels How to best use technology to attract and retain loyal customers Building digital capabilities to personalise marketing communications to engage with customers
- Keynote: Measuring Your Brand and Marketing Performance for Success(Plenary) Do you know how your customers are engaging with your product offerings? Are your marketing benchmarks outdated? In this session, delegates will learn how to: Make the most of marketing spend for growth Maximise ROI from investments Use data to demonstrated the value of marketing strategy to the business
- Keynote: Measuring Performance and Reporting By Demonstrating the Value of Your Marketing(Plenary) Balancing the long and short term growth of sales and marketing activities Looking at the top and bottom line measurement Linking the marketing and finance teams closer to drive value
- Keynote: Is Martech Here To Stay? How To Deliver Growth As Consumer Needs And Behaviour Shifts(Plenary) Martech, big data, personalisation and digital are forcing the modern marketer to be more scientific than ever. As CMO’s adopt the role of data hungry, tech savvy, commercial analysts, the race to intimately understand your customer, track and influence their behaviour and drive growth for your business . How do you know if you’re getting the maximum value out of your martech efforts? In this session, delegates will gain: Best practices for martech effectiveness How to use martech to deliver better customer experiences Key business processes for maximising martech capabilities
- Panel: How CMO’s Can Influence C-Suite Colleagues to Drive Digital Transformation(Plenary) Digital technologies and growing proficiency of data analytics have evolved the CMO’s role in becoming more cross-disciplined. Therefore, it is critical for CMO’s to build strong relationships with C-suite to unlock long-term value and growth in the digital world. This session will explore: Best practices from CMOs in shaping the brand vision and executing corporate strategy Delving into data insights on how to better serve customers, build brand awareness and change transformation Effective strategies to working collaboratively with C-suite to unlock value to the business
- Keynote: Evolution of Innovation Marketing(Plenary) COVID-19 has pushed new boundaries for organisations to recreate meaningful real-life engagement between brands and consumers. In this session, delegates will learn: How to future-proof your organisation by creating meaningful consumer connections through your brand How to innovate your marketing channels with the power of technology Raise brand awareness, create engagement and conversion opportunities and develop long-term customer loyalty
- Keynote: Navigating Human Psychology for Better Business Agility(Plenary) At the heart of modern, dynamic organisations is business agility. Whether you’re seeking to establish a digital accelerator, transform your product offerings, or get the jump on your competitors, success relies on business agility. This session will cover: Understanding the link between business agility and psychology Examples of how specific human biases undermine agility transformation Practical examples to apply when overcoming the challenges of becoming more agile
Speakers
Mark Attard · Chief marketing officer, San Churro As a partner and Chief Marketing Officer at San Churro, over the last 15 years, Mark has taken the brand from a simple concept to Australia's leading dessert cafe destination with 53 stores across the nation. Mark is a generalist marketer with a diverse range of experience in everything from his early days in graphic design and commercial photography to obtaining a Master's Degree In Advertising from RMIT leading to more strategic planning, brand development, and customer-driven product innovation, and data-driven loyalty. Prior to San Churro, Mark was the owner and MD at Spice Creative Group with clients ranging from global brands such as Hallmark Cards, Cadburys, and Honda Power Equipment, to SMBs needing strategic guidance and brand development. Creativity with real commercial outcomes is his forté.
Kirsty MacCulloch · General Manager – Customer, CRM and Data, Tabcorp Kirsty MacCulloch is a senior marketer with experience in leading and delivering transformational digital change in highly complex and competitive environments. In her current capacity as General Manager of Customer, CRM and Data at Tabcorp, Kirsty leads a team to focus on building customer relationships at scale through a strong data strategy and governance, connecting and utilising marketing technology to enable customer personalisation and automation.
Lisa Sim · Head of Marketing SEA, Palo Alto Networks Lisa leads the field marketing operation across Australia/NZ, ASEAN and India for global cybersecurity leader, Palo Alto Networks. In this role, Lisa spearheads the account based marketing function, thought leadership development and customer advisory board programs focus on some of the largest organisations across Asia Pacific. With more than 20 years of marketing experience in the IT, software, cloud and security industries, Lisa acts as a trusted advisor to internal and external stakeholders on go-to-market programs and strategic marketing initiatives, including digital ABM tools, customer journey design, and strategic partner alliances to drive scale and market reach. Prior to joining Palo Alto Networks, she spent 15 years in a variety of leadership roles across tech, telecommunications, software development and POS tech spanning markets in North America, EMEA, New Zealand, Japan and Australia. Lisa is passionate about cyber safety for children and she regularly participates in forums and panels, and provides cyber safety commentary to the public and private sector. She currently sits on various industry boards to promote cyber education. Lisa lives in Melbourne with her husband and children, and enjoys trekking and yoga in her spare time.Louise Laing · GM Marketing APAC, Intrepid Group As Intrepid Travel’s General Manager of Marketing for the APAC region, Louise sets the strategy for brand, digital, partnerships and PR. Louise drives the growth of Intrepid’s brand, market share and obsession with customers. She does this through a focus on the dual objectives of growing the market for sustainable experience-rich travel and leading marketing for a company that balances purpose and profit. Louise has more than 15 years agency and client-side experience across a range of consumer and tourism brands. Highlights include working with Jetstar during its start-up days, and alongside Tourism Australia, The Walt Disney Company and Booking.com. Prior to joining the Intrepid Group, Louise was the Director of Marketing AU NZ at G Adventures.
jade maletsky · Head of Marketing, Bank First Jade is an experienced Strategic Marketing and Communication leader with a demonstrated history of working in the Financial Services industry in South Africa and Australia. Jade has a balanced background combining 20 years’ experience in Advertising and Marketing together with an MBA as her intellectual backbone. She now heads up Marketing at Bank First and enjoys the daily challenge of decoding consumer behaviour within the dynamic world of Bankng. Some of Jade’s achievements include re launching the Liberty Brand, one of the largest African Wealth and Insurance companies across 8 countries, setting up an Asset Management brand in the UK and the recent rebrand of Victoria Teachers Mutual Bank to Bank First in 2017. Jade believes that it is always important to give back through social development and education, she was one of the Goldman Sachs 10 000 women entrepreneurship mentors is now an active member of the Australian Marketing Institute and was a mentor in the emerging leaders programme. In her spare time, Jade is an avid technocrat and when she is not updating her google home with the latest Wi-Fi gadgets, she has her nose in paper based old school books.David Henderson · Director, Marketing, Vicinity Centres With over 20 years’ experience in global and national positions, David is a strategist with extensive experience across Corporate Communications, Marketing, Brand, transformation, internal communications and change management. David has had the pleasure and privilege to work with some of the world’s most recognised brands including BP, BHP Billiton, Lion Nathan, Amcor, Orora, Vicinity Centres, Fuji Xerox, Farstad Shipping, RMIT, Ventia and Opteon Property Group. David has also consulted for the Victorian State Government and currently holds a volunteer Chief Marketing Officer position at The Pinnacle Foundation, a not-for-profit providing mentoring and education scholarships for disadvantaged LGBTIQ+ youth. Positioned in London for over eight years, David has worked across Europe, USA and Asia, and now resides in his hometown of Melbourne where he is currently Marketing Director at Vicinity Centres, the owner/manager of over 65 Shopping Centres across Australia.
Loan Kiss · Portfolio Manager, Factor I am a strong conference/events and content management professional, with 11+ years experience in managing commercial conferences, content and event production teams. I have successfully launched and grown event programs across a range of industries. I have a strong track record in launching new events and growing annual large scale events.
Partners
- Tealium Helping brands make data actionable, in real-time, across every customer experience touch point. Tealium revolutionizes today’s digital businesses with a universal approach to customer data orchestration – spanning web, mobile, offline and Internet of Things devices. With the power to unify customer data into a single source of truth, Tealium offers a turnkey integration ecosystem supporting more than 1,000 client-side and server-side vendors and technologies. The Tealium Customer Data Hub encompasses tag management, API hub, customer data platform and data management solutions that enable organizations to leverage real-time data to create richer, more personalized digital experiences across every team, technology, and customer touchpoint. www.Tealium.com
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