Former CMO of ANZ Bank in Australia Louise Eyres joins the podcast this week to discuss the CMO role in 2017. We discuss:
- Louise’s career to date.
- Her experience in sales and marketing at BHP.
- Her branding work at BHP.
- Key lessons for B2B marketers out of Louise’s experience at BHP.
- Transitioning to financial services, and key lessons from her time at ANZ.
- Adapting marketing skills to different industries.
- The differences (and similarities) between B2B and B2C marketing.
- The impact of social and digital on ANZ and Louise’s role in marketing.
- The role of the CMO today and how this had changed.
- The span of control of the CMO – at one extreme perceived to be focused on advertising, at the other extreme including customer service, customer experience, big data, marketing technology.
- Adapting marketing strategy in the face of disruption – the need to be more agile.
- Customer experience and the digital touch points of the business.
- The importance of maintaining media neutrality in marketing execution.
- Long-term brand building versus short-term calls to action/sales.
- Louise’s exciting new role in sports administration.
Great insight from a senior marketer who has operated in senior marketing roles within 2 of the largest enterprises in Australia. Lots of value here, well worth a listen.
Key Links
Louise can be found on LinkedIn here and Twitter here.
The book Louise recommends is Lean In by Sheryl Sandberg.
The three Twitter accounts Louise would recommend are Mark Ritson, Ehrenberg Bass and Anderson Cooper.
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