B2B CMO Day | Sydney
Navigating Longer Cycles, Committee Buying, and Shared Commercial Ownership
Crown Towers Sydney, Barangaroo Avenue, Barangaroo NSW, Australia
Hosted by Factor
- 2 attendees
- 9 hours
Overview
Heading into 2027, enterprise B2B marketing is transitioning from top-of-funnel lead generation to direct revenue interlock. With enterprise buying groups expanding and sales cycles lengthening across the ASX, the CMO’s remit increasingly centers on commercial pipeline velocity alongside sales leadership. This forum convenes senior marketing chiefs to examine how leading organisations align brand equity with commercial metrics, optimise full-funnel conversion, and establish joint balance-sheet accountability with executive leadership.
What we will cover
- Revenue Contribution Exploring effective strategies in marketing's direct role in driving pipeline, revenue, and overall business growth, while balancing long-term brand-building with short-term performance
- Customer Engagement Exploring strategies to optimise every touchpoint along the customer journey, ensuring alignment between marketing, sales, and customer success teams to improve retention and loyalty.
- Data-Driven Marketing Investigating how data analytics and AI can personalise marketing efforts, enabling more precise targeting, automation, and insight-driven decision-making across campaigns.
- ROI Attribution Evaluating methods for clearly attributing marketing spend to business growth, ensuring that every activity is measured and linked to tangible revenue outcomes.
- Diversity Inclusion Exploring how diverse marketing teams and inclusive campaigns drive innovation, expand audience reach, and contribute to brand strength and cultural relevance.
- Leadership Influence Examining the evolving role of marketing leaders as key strategic players in the C-suite, contributing to broader business decisions and long-term organisational growth.
- Marketing Automation Exploring how automation platforms can streamline processes, manage customer interactions, and improve efficiency across marketing operations, from lead nurturing to campaign execution.
- Customer Data Investigating the role of CDPs in integrating and unifying customer data, enabling a more holistic approach to personalisation and targeted marketing strategies.
- AI Tools Exploring the impact of AI and machine learning on customer engagement, predictive analytics, and real-time content personalisation to enhance marketing effectiveness.
- Content Management Examining how content management systems support the creation, management, and optimisation of digital content across channels to drive engagement and conversions.
- ABM Platforms Exploring the use of ABM platforms to create tailored campaigns for high-value accounts, improving alignment with sales and increasing deal velocity in targeted markets.
- Analytics Tools Evaluating how advanced analytics and attribution models can provide deeper insights into campaign performance, ensuring marketing activities are effectively contributing to business goals.
Agenda
- Networking Breakfast(B2B CMO Day)
- Opening Remarks: Redefining Marketing's Role in Commercial Success(B2B CMO Day) An opening perspective on the changing role of B2B marketing in driving enterprise growth, strengthening commercial alignment and delivering measurable business value. Setting the scene for the challenges and opportunities facing marketing leaders in 2027.
- The New Rules of B2B Growth: Why Traditional Commercial Playbooks Are No Longer Enough(B2B CMO Day) As enterprise markets become increasingly competitive, buying cycles lengthen and executive expectations around growth intensify, traditional approaches to commercial performance are being challenged. This discussion explores how business leaders are rethinking growth, navigating changing customer expectations and aligning their organisations around sustainable commercial outcomes. Drawing on perspectives across Australia's senior executive landscape, Josh Heid, CEO of Factor, examines what separates organisations that successfully adapt from those still relying on yesterday's growth strategies. Discussion Points: The Changing Economics of Growth: How shifting market conditions, increased competition and tighter spending expectations are changing the way organisations approach sustainable growth. The Commercial Alignment Challenge: Why disconnects between marketing, sales, technology and executive leadership can undermine growth ambitions, and what successful organisations are doing differently. The Next Competitive Advantage: What separates organisations that are adapting successfully from those struggling to keep pace with changing customer expectations, technology and commercial pressures.
- 2027. A New Wave of Leadership(B2B CMO Day) As the expectations placed on B2B marketing leaders continue to evolve, 2027 presents a new set of challenges around growth, technology, talent and commercial accountability. This keynote explores how the CMO role is changing, the capabilities leaders will need to succeed and how marketing teams can adapt to remain influential in an increasingly complex business environment. Discussion Points: The Evolving CMO Mandate: How expectations of marketing leaders are shifting beyond brand and demand generation towards broader commercial responsibility and business growth. Leading Through Disruption: How AI, changing buyer behaviour and evolving market conditions are reshaping marketing strategies, operating models and team capabilities. The Next Generation of Marketing Leadership: What skills, structures and priorities will distinguish successful marketing leaders and their organisations in 2027.
- Why Tech Marketing Fails to Connect and How Creativity Drives Commercial Impact(B2B CMO Day) In a market saturated with complex products and feature-driven messaging, too much technology marketing fails to register with its intended audience. In this high-impact fireside chat, Mark Bouris joins us to explore the commercial tension between brand building and demand generation. Discover how enterprise leaders can strip away complexity, deploy genuine creativity in business technology, and align sales and marketing around what truly drives revenue. Discussion Points: The Core Challenge (Brand vs. Demand): How should B2B organisations balance long-term brand building with the immediate pressure to generate pipeline and revenue? Explore where the two priorities should complement each other rather than compete for investment. The Cost of Complexity in Tech Messaging: Why do so many technology businesses struggle to communicate their value clearly? Examine how simplifying messaging and focusing on customer outcomes can help brands cut through a crowded market. The Boardroom Expectation: What does the C-suite actually expect from marketing, and how can leaders demonstrate its contribution to commercial performance? Explore how marketing can build credibility with the board through clearer links between brand, customer value and revenue.
- Beyond the Funnel: Understanding How B2B Buyers Actually Buy(B2B CMO Day) As enterprise buying committees grow and purchasing decisions become increasingly complex, traditional lead-generation models are struggling to reflect how B2B customers actually make decisions. This discussion explores how marketing leaders are adapting to less linear buying journeys, influencing stakeholders earlier in the decision-making process and identifying genuine buying intent across complex enterprise accounts. Discussion Points: The Reality of the Modern Buying Journey: How enterprise purchasing decisions are evolving across multiple stakeholders, independent research and increasingly fragmented customer touch points. Influencing Buyers Before They Engage: How marketing can build credibility and shape purchasing preferences during the early stages of discovery, before prospective customers enter the sales pipeline. Moving Beyond Traditional Lead Metrics: How marketing teams are identifying genuine account-level buying intent and measuring engagement across complex enterprise buying committees rather than relying solely on MQLs and lead volume.
- Brand vs Revenue? Aligning Marketing Investment with Commercial Outcomes(B2B CMO Day) Marketing leaders face a dual challenge: building a brand that earns consideration over time while delivering measurable commercial results today. This discussion explores how marketing and sales align their priorities, how enterprise brand value is demonstrated to the board and CFO, and how both functions share accountability for growth across complex buying cycles. Discussion Points: Balancing Brand Investment with Revenue Targets: How to justify long-term brand investment while meeting short-term growth expectations and demonstrating commercial value to the board and CFO. Aligning Marketing and Sales Around Customer Decisions: How marketing and sales can work together to build buyer confidence, influence purchasing decisions and connect marketing investment to commercial opportunities. Measuring Shared Commercial Impact: How marketing and sales can evaluate their combined contribution to customer acquisition, deal progression and sustainable business growth.
- How B2B Brands Survive When Search Engines Bypass Websites(B2B CMO Day) Traditional inbound web traffic and static content are losing ground as enterprise buyers increasingly rely on AI search and LLM discovery to research solutions independently. In this 20-minute session, SAP's Sulo Hardie shares a practical case study on how her regional team fought back against traffic decline, moving past legacy SEO to deploy LLM visibility reporting, technical Q&A structuring, and content liberation that keeps brands visible when algorithms act as the gatekeeper. Discussion Points: Measuring What Buyers Can Find: Diagnosing why traditional inbound channels and digital lead generation are stalling as enterprise buyers shift early-stage research away from search engines to automated tools. Rewriting Digital Architecture: Practical steps for moving beyond keywords—such as LLM visibility tracking, hidden Q&A structures, and making technical assets parseable for AI crawlers. Bridging Discovery to Account Execution: Connecting top-of-funnel search visibility directly into account-based targeting and sales committee orchestration.
- Morning Tea & Networking(B2B CMO Day)
- Peer-Driven Debates(B2B CMO Day) A: Revenue Accountability vs. Brand Investment How do CMOs defend long-term brand investment when CEOs and CFOs increasingly expect marketing to demonstrate immediate pipeline contribution and measurable revenue? At what point does prioritising short-term demand generation begin to undermine the brand equity required to win future enterprise customers? Should marketing leaders be accountable for revenue outcomes they cannot directly control, particularly when sales execution, product performance and market conditions influence conversion? B: The Attribution Illusion: Marketing ROI vs. Commercial Reality Are traditional attribution models fundamentally incapable of measuring marketing's true contribution to enterprise growth? How do CMOs distinguish between marketing that genuinely creates demand and marketing that simply captures buyers who were already planning to purchase? Should marketing budgets be allocated according to measurable attribution, or do we risk systematically underinvesting in activities whose commercial impact is difficult to quantify? C: The Invisible Buying Committee: Influencing Buyers vs. Chasing Leads If enterprise buyers complete most of their research before engaging suppliers, is the traditional demand-generation model already outdated? How do marketing leaders influence purchasing decisions when the majority of buying stakeholders remain invisible to marketing and sales teams? Should CMOs abandon individual lead-based measurement in favour of account-level engagement, buying intent and committee influence? D: The AI Productivity Paradox: Smaller Teams vs. Bigger Expectations If AI makes marketing execution significantly faster and cheaper, should CEOs expect marketing departments to deliver substantially more with fewer people? Where should CMOs draw the line between automating marketing execution and protecting the human judgement, creativity and strategic thinking that differentiate their organisations? Will AI ultimately elevate marketing into a more influential strategic function, or make it easier for CEOs to question the size, structure and value of their marketing departments? E: The Procurement Power Shift: Defending Premium Value vs. Competing on Price As procurement gains greater influence over enterprise purchasing decisions, are B2B brands losing their ability to command a premium? How do CMOs equip sales teams to defend commercial value when buyers increasingly prioritise cost reduction, measurable ROI and contractual flexibility? Should marketing take greater ownership of pricing power and margin protection, or does that responsibility sit firmly with sales, product and commercial leadership? F: Acquisition Obsession vs. Customer-Led Growth Why do so many B2B marketing organisations continue to prioritise new customer acquisition when existing accounts may offer a more predictable and profitable source of growth? Should CMOs take greater accountability for retention, customer lifetime value and account expansion, even when these traditionally sit within sales and customer success? How do you balance investment in winning new customers against protecting existing relationships without allowing short-term acquisition targets to undermine long-term customer value? G: The Personalisation Paradox: Customer Intelligence vs. Privacy and Trust As AI makes it possible to collect, analyse and act on increasingly detailed customer intelligence, where does useful personalisation become intrusive? How do B2B marketers create genuinely relevant experiences across complex buying committees without overwhelming decision-makers with automated outreach and hyper-targeted campaigns? Is the future competitive advantage better customer data and more sophisticated targeting, or the ability to earn trust without relying on increasingly invasive personalisation? H: Strategic Influence vs. Functional Accountability Should the CMO be a direct commercial
- The Death of the Perfect Campaign: Why Speed Is Becoming Marketing's Competitive Advantage(B2B CMO Day) With market conditions, customer expectations and competitive pressures constantly shifting, lengthy campaign planning cycles can leave marketing teams struggling to respond at the right moment. This discussion examines how CMOs are embracing faster experimentation, continuous optimisation and more agile execution to improve marketing effectiveness without compromising brand consistency or strategic direction. Discussion Points: From Perfect Planning to Continuous Experimentation: How marketing leaders are moving away from lengthy campaign development cycles towards faster testing, learning and execution. Knowing When to Pivot: How teams identify underperforming campaigns, respond to changing market conditions and reallocate investment before time and resources are wasted. Balancing Speed with Strategic Consistency: How CMOs empower teams to make faster decisions while maintaining brand integrity, stakeholder alignment and commercial objectives.
- The Expansion Opportunity Sitting Inside Your Customer Base: Making Existing Accounts a Growth Engine(B2B CMO Day) As acquisition costs rise and enterprise sales cycles lengthen, existing customers represent an increasingly important source of sustainable commercial growth. This discussion explores how marketing leaders can contribute to customer retention, account expansion and advocacy by leveraging customer intelligence, strengthening engagement and working more closely with sales and customer success teams. Discussion Points: Turning Customer Intelligence into Growth Opportunities: How marketing teams use customer data, behavioural insights and engagement signals to identify cross-sell, upsell and account expansion opportunities. Making Retention a Marketing Priority: How marketing can strengthen customer relationships, reinforce ongoing value and reduce churn beyond the initial acquisition and onboarding stages. Aligning Marketing, Sales and Customer Success: How cross-functional teams can coordinate account-based engagement, customer advocacy and expansion strategies to increase lifetime value and recurring revenue.
- The Advantage of Being Remembered(B2B CMO Day) Across mature, highly regulated, or heavily commoditised enterprise categories, products frequently look the same on paper. When buyers increasingly rely on automated comparison engines, third-party procurement, or feature matching, brands easily get trapped in price wars. This discussion examines how forward-thinking CMOs build long-term distinctiveness, stay top-of-mind before buyers hit the market, and turn a brand repositioning into an internal operational filter that guides product, customer experience, and commercial strategy. Discussion Points: Beating Price Wars with Practical Utility: How enterprise marketers build genuine category distinctiveness and mental availability so buyers choose value over price discounting. Brand as an Operational & Product Filter: How to use brand strategy to align internal tech roadmaps, CX, and digital priorities rather than keeping it contained to external campaigns. Creating Ongoing Engagement: Using customer insight communities and utility-driven touchpoints to stay remembered long before an enterprise buyer enters an active procurement cycle.
- Lunch Break & Peer Connect(B2B CMO Day)
- CMO Exchange(B2B CMO Day) An interactive session where senior marketing leaders connect one-on-one with peers to share candid experiences, commercial challenges and the decisions shaping their marketing strategies. Expect honest reflections, practical insights and engaging peer-to-peer conversations in an open, informal setting.
- The Cost of Saying Yes to Everything: What Should Marketing Do Differently?(B2B CMO Day) As growth expectations rise and resources remain constrained, marketing leaders are being asked to do more with less. This discussion explores how leaders prioritise competing demands, decide where to invest, and balance short-term growth with the long-term value of their brand and customers. Discussion Points Prioritising What Matters: How marketing leaders decide which growth opportunities deserve investment, where to focus resources, and what to stop doing. Balancing Acquisition and Retention: How marketing can drive retention, loyalty and repeat engagement alongside new customer acquisition, particularly as acquisition costs rise. Protecting Long-Term Growth: How leaders deliver short-term commercial results without undermining brand strength, customer relationships and future growth.
- The Confidence Gap: Marketing When Enterprise Buyers Are Afraid to Commit(B2B CMO Day) Economic uncertainty, tighter capital allocation and increased scrutiny over technology spending are making enterprise customers more cautious about committing to new suppliers and solutions. This discussion explores how B2B marketing leaders are adapting their strategies to address buyer hesitation, reduce perceived purchasing risk and build the confidence required to move complex commercial decisions forward. Discussion Points: Understanding the Hesitant Buyer: How economic uncertainty, tighter budgets and increased executive scrutiny are changing enterprise purchasing behaviour and delaying commercial decisions. Reducing Perceived Purchasing Risk: How marketing can use customer evidence, implementation stories, industry expertise and practical proof points to give enterprise buyers greater confidence in their decisions. Marketing Through Market Uncertainty: How CMOs are adapting investment priorities, messaging and go-to-market strategies when customer demand, market conditions and spending expectations become less predictable.
- The Brand Budget Is Back But Can CMOs Defend It?(B2B CMO Day) Marketing leaders face a dual challenge: building long-term brand equity while proving immediate commercial value to executive leadership. When navigating multi-billion-dollar brand migrations, master-brand unifications, or key intermediary channels, brand strategy must demonstrate a direct link to pricing power, customer retention, and balance-sheet value. This session explores how brand leaders build alignment with the Board and CFO, navigate complex channel migration without eroding partner trust, and evaluate the financial return of brand reputation. Discussion Points: Defending Multi-Year Brand Strategy to Executive Leadership: How do brand leaders articulate the long-term commercial value of brand equity, pricing power, and market trust alongside short-term revenue expectations when engaging the CFO and Board? Managing Brand Consolidation Across Intermediary & Distribution Channels: When unifying legacy portfolios under a master brand, how do enterprise marketers balance brand simplification with maintaining trust among third-party advisers, brokers, and channel partners? Evaluating Brand Equity and Commercial Impact: What metrics and frameworks are enterprise brand leaders using to evaluate the impact of market distinctiveness on pipeline velocity, customer retention, and long-term business performance?
- The Last Marketing Team: Building AI First Marketing Team(B2B CMO Day) Economic uncertainty, tighter capital allocation and increased scrutiny over technology spending are making enterprise customers more cautious about committing to new suppliers and solutions. The challenge for B2B marketing leaders is no longer simply generating demand. It is building the confidence required to turn consideration into commitment. This discussion explores how marketing leaders are adapting to buyer hesitation, reducing perceived purchasing risk and strengthening the credibility needed to move complex commercial decisions forward. Discussion Points: Understanding the Hesitant Buyer: How economic uncertainty, tighter budgets and increased executive scrutiny are changing enterprise purchasing behaviour and delaying commercial decisions. Reducing Perceived Purchasing Risk: How customer evidence, implementation stories and industry expertise can give enterprise buyers greater confidence in their decisions. Marketing Through Market Uncertainty: How CMOs are adapting investment priorities, messaging and go-to-market strategies when customer demand and spending expectations become less predictable.
- AI Is Changing Marketing. Will We Lose Our Seat at the Table?(B2B CMO Day) As AI automates campaign creation, content generation, and audience targeting, the boundaries of traditional marketing are blurring. If execution becomes a commodity, where does marketing’s strategic value lie? This closing discussion brings together executive leaders to tackle whether AI will elevate marketing into a core commercial engine or reduce the department to an execution utility. Discussion Points: Redefining the Department: Will AI dismantle functional silos, absorbing marketing into broader revenue, product, and customer experience operations? Where AI Can’t Follow: What human judgments, strategic bets, and relationship-building capabilities remain entirely irreplaceable by automation? The 2030 Marketing Leader: If traditional playbooks are obsolete, what does a successful marketing leader look like over the next 3 to 5 years?
- Closing Remarks: The CMO's Next Move(B2B CMO Day) A reflection on the key challenges and opportunities explored throughout the day, bringing together the biggest takeaways and practical considerations for marketing leaders as they shape their priorities and approach for the year ahead.
- Networking Drinks | End of Day(B2B CMO Day)
Speakers
Josh Heid · CEO & Head of Platforms, Factor Josh brings with himself years of leadership experience as the driving force behind Factor and Panelist , where he has shaped the future of business strategy through his expertise in Product Design , Customer Experience , and Engineering . An innovator at heart, Josh excels in Product Design , where he combines aesthetic sensibility with functional purpose to create solutions that resonate with users and deliver measurable results. His approach bridges customer needs and cutting-edge technology, ensuring that every product is not only visually compelling but also highly effective in meeting market demands. In the realm of Customer Experience , Josh has consistently championed the importance of understanding user journeys and fostering engagement through intuitive design and seamless interactions. He has implemented frameworks that elevate user satisfaction, ensuring that Factor’s offerings remain at the forefront of customer-centric innovation. Josh's engineering mindset adds a unique layer to his leadership. His ability to translate complex concepts into actionable development processes has resulted in robust, scalable applications and systems. By integrating engineering principles with strategic thinking, Josh has driven operational excellence while maintaining a sharp focus on delivering top-tier solutions to clients. With a deep understanding of Leadership Strategy , Marketing , and Sales , Josh has built Factor and Panelist into trusted names in their industries, continuously setting new benchmarks for innovation and success.
Shelley Rigg · VP Analyst, Factor Shelley Rigg is Executive Producer, Research & Content at Factor, where she draws on over two decades of experience producing commercially driven campaigns, broadcast content, and executive events for some of the world’s leading brands. An award-winning producer and BAFTA recipient, Shelley has overseen more than 30 primetime shows in the UK and US, led strategic campaigns for Netflix, BBC, Amazon Prime, Rio Tinto, and Optus, and executive produced major live events, including Optus’s award-winning coverage of the FIFA Women’s World Cup 2023. At Factor, she brings her expertise as a talk show host, moderator, and content strategist, supporting broadcast, editorial, and e-learning initiatives while shaping engaging conversations with senior leaders across industries.
Monique Dignan-Smith · VP Analyst, Factor Monique Dignan-Smith is Editor – Research & Content at Factor and a versatile host and presenter with more than a decade of experience across corporate, sports, lifestyle, travel, health and automotive sectors. With a strong background in journalism, content creation and social media marketing, Monique brings a sharp editorial lens and audience-first mindset to every conversation she leads. She has delivered across live events, advertorial, interviews, UGC and digital platforms including TikTok Live, combining professionalism with an energetic, engaging on-stage presence.
Mark Bouris · Founder & Chairman, Yellow Brick Road Mark Bouris AM is one of Australia's most recognised entrepreneurs and business leaders, best known for founding Wizard Home Loans and Yellow Brick Road. As Founder and Executive Chairman of Yellow Brick Road, he has spent more than three decades challenging traditional financial services models and improving access to financial advice and lending for Australians. Beyond his business ventures, Mark is a prominent media personality, former host of The Apprentice Australia and The Celebrity Apprentice Australia, and founder of Mentored, a platform supporting Australian entrepreneurs and small business owners. He was appointed a Member of the Order of Australia in 2015 for his contribution to finance, education and charitable organisations.
Steve Daskalakis · Chief Marketing Officer, Australia and New Zealand, Kyndryl Steve Daskalakis is Chief Marketing Officer for Australia and New Zealand at Kyndryl, the global IT infrastructure services company. He is responsible for developing the Kyndryl brand and leading multi-channel marketing programs across the region. With more than 20 years of experience in strategic marketing, business development and leadership, Steve has held senior marketing and business leadership roles at Workday, KPMG, Telstra, SAI Global and IBM. His experience spans brand, digital, content, product, solutions and services marketing.Miki Luong · CMCO, A/NZ, IBM Miki Luong is an accomplished marketing and communication strategist, currently holding the position of Chief Marketing and Communication Officer at IBM Australia and New Zealand. With a deep-rooted passion for technology, Miki seamlessly blends her quantitative background with her creative flair to drive impactful campaigns and foster brand growth. Her commitment to lifelong learning is evident in her innovative approach to storytelling and her relentless pursuit of staying ahead of industry trends. Miki is dedicated to leveraging technology to connect with audiences, driving digital transformation, and empowering businesses to thrive in today's dynamic landscape. Under her leadership, IBM continues to push boundaries, redefine the future of marketing, and communication in the tech industry.
Jeremy Cooper · VP Marketing, Asia Pacific & Japan, Databricks Jeremy Cooper is a senior technology marketing executive responsible for leading Databricks' regional marketing strategy across Asia Pacific and Japan. His role focuses on driving market growth, strengthening brand positioning and developing go-to-market strategies that connect the company's data and AI capabilities with enterprise business priorities. Before joining Databricks, Jeremy held senior marketing leadership positions at Amazon Web Services, where he worked across enterprise, public sector, partner and startup markets. With extensive experience in cloud computing and enterprise technology, he brings a strong understanding of regional market development, technology adoption and aligning marketing investment with commercial outcomes.
Naysla Edwards · Vice President Marketing ANZ, American Express Naysla Edwards is an experienced marketing and commercial executive responsible for leading American Express' marketing strategy across Australia and New Zealand. Her work focuses on brand development, customer engagement and supporting the company's growth across its consumer and business financial services offerings. Having spent much of her career with American Express, Naysla brings extensive experience across financial services, business travel and card services. Her background combines international commercial experience with a strong understanding of customer behaviour, relationship management and building brand loyalty within highly competitive markets.
Josette Addinall · VP Global Marketing, Pacific, Schneider Electric Josette Addinall is an experienced marketing executive responsible for leading Schneider Electric's global marketing function across the Pacific region. Her remit spans brand strategy, marketing, communications, e-commerce, commercial excellence and digital customer relationships across Australia and New Zealand. Prior to joining Schneider Electric in 2021, Josette spent eight years at Telstra as Marketing Director, where she drove digital marketing transformation and supported significant sales pipeline growth. Earlier in her career, she held a Business Director position at DDB Australia, leading internationally recognised advertising campaigns. Her experience combines data-driven marketing, digital innovation and commercial strategy.
Sulo Hardie · Vice President Marketing, APAC, SAP Australia Sulo Hardie is a senior enterprise technology marketing executive responsible for leading regional marketing strategy across the Asia Pacific region at SAP. Her work focuses on strengthening market positioning, supporting customer acquisition and developing integrated marketing initiatives that connect enterprise software solutions with evolving business needs. With experience across the technology sector, Sulo brings expertise in regional marketing leadership, digital strategy and commercial growth. Her understanding of enterprise technology markets and customer engagement provides valuable perspective on how marketing teams can influence business decisions and support growth across diverse markets.
Mayank Chaddha · VP, Integrated Marketing & Media, Palo Alto Networks Mayank Chaddha is an experienced global marketing executive responsible for integrated marketing and media strategy at Palo Alto Networks. Working within the global cybersecurity industry, he focuses on developing integrated campaigns, strengthening brand positioning and connecting marketing activity with enterprise demand and commercial performance. His professional background spans technology, SaaS and digital marketing, with experience developing marketing strategies across international markets. Mayank brings a strong understanding of integrated marketing, digital ecosystems and the challenge of communicating complex technology solutions to enterprise decision-makers.
Ljubica Radoicic · VP Marketing, APAC and Emerging Markets, Thomson Reuters Ljubica Radoicic is a senior regional marketing executive responsible for leading marketing strategy across Asia Pacific and emerging markets at Thomson Reuters. Her role encompasses regional brand positioning, customer engagement and supporting commercial growth across the organisation's information services, professional technology and data businesses. Working across a complex international market, Ljubica brings experience in regional marketing leadership and developing strategies that connect global brand priorities with local customer needs. Her professional focus sits at the intersection of technology, information services, commercial strategy and customer relationships.
Tony Emmanouil · Chief Marketing Officer & Director Strategic Pursuits, Macquarie Technology Group Tony Emmanouil is a senior marketing and commercial executive responsible for leading marketing and strategic pursuits at Macquarie Technology Group. His role brings together brand strategy, market positioning and major commercial opportunities, supporting the organisation's growth across cloud, cybersecurity and telecommunications services. Working within Australia's enterprise technology sector, Tony focuses on positioning complex technology capabilities in ways that resonate with business and government decision-makers. His combined marketing and strategic pursuits responsibilities provide a strong perspective on the relationship between brand, customer acquisition, business development and revenue generation.Bernadette Conlon · CMO APJ, Cognizant Bernadette Conlon is an experienced international marketing executive responsible for leading Cognizant's marketing strategy across Asia Pacific and Japan. Her work focuses on strengthening the organisation's market positioning, supporting business growth and connecting marketing initiatives with the commercial priorities of enterprise customers. Throughout her career, Bernadette has held senior marketing positions across major technology and professional services organisations, including Oracle, Optus and IBM Consulting. Her experience spans enterprise marketing, brand strategy and business development, with a particular understanding of how marketing can support complex B2B sales environments and executive relationships.
Natalie Hawker · Group Chief Marketing Officer, The Star Entertainment Group Natalie Hawker is a senior marketing executive responsible for leading group-wide marketing strategy at The Star Entertainment Group. Her role encompasses brand positioning, customer engagement and marketing across a diverse portfolio of hospitality, accommodation, dining and entertainment experiences. Working within Australia's highly competitive hospitality and entertainment sector, Natalie brings experience in managing complex consumer brands and developing marketing strategies that support customer loyalty and commercial performance. Her leadership sits at the intersection of brand development, customer experience and business transformation.
Ian Jankelowitz · VP Marketing ANZ, Goodman Fielder Ian Jankelowitz is VP Marketing ANZ at Goodman Fielder, a major food manufacturer with brands across bakery, dairy, oils and other everyday food categories. His role brings together marketing and category leadership in a business operating across consumer markets and major retail partnerships. Ian has a broad career spanning consumer goods, retail and technology, with previous experience at Woolworths Group, Microsoft and Estée Lauder Companies. At Woolworths, he led Everyday Market, taking the online marketplace from concept to scale with profit-and-loss responsibility. His experience combines customer strategy, category development, digital business growth and commercial management.
Melina Cruickshank · Chief AI and Brand Officer, Built. Melina Cruickshank is an experienced technology and digital executive responsible for leading AI and brand strategy at Built. Her role brings together emerging technology, brand development and business innovation, with a focus on identifying opportunities to apply AI and digital capabilities to organisational growth and customer experience. Prior to joining Built., Melina held senior leadership positions at REA Group, including Chief Product and Audience Officer, where she worked across digital product development, audience growth and customer engagement. With extensive experience in technology and digital marketplaces, she brings a strong understanding of innovation, product strategy and the commercial opportunities created by emerging technologies.
Catherine Anderson · Chief Marketing Officer, Origin Energy Catherine Anderson is Chief Marketing Officer at Origin Energy, one of Australia's largest energy companies. She leads the company's marketing and brand strategy in a market shaped by changing customer expectations, energy affordability and the transition to new energy technologies. Catherine has around 20 years of experience across marketing, customer leadership and business strategy in Australia and Asia Pacific. Before joining Origin's senior leadership team, she was Chief Customer Officer at Powershop Australia and held marketing and strategy roles at Coca-Cola Indonesia and Siemens, alongside earlier experience in advertising. She was named AFR BOSS Young Executive of the Year in 2019.
Wylie Fowler · GM Brand Strategy, Insignia Financial Wylie Fowler is General Manager of Brand Strategy at Insignia Financial, one of Australia's major wealth management businesses. His work centres on brand strategy and positioning within a complex financial services environment, where brand trust and differentiation are important to customer and adviser relationships. Wylie has held senior brand and marketing roles across financial services, including at AMP, as well as agency experience in strategic planning and consumer insights. His background combines brand development, strategic thinking and customer understanding, with experience relevant to how organisations position their brands and connect marketing strategy with wider business objectives.
Marissa Moo · Marketing Director, Australasia, Mastercard Marissa Moo is Marketing Director for Australasia at Mastercard, the global payments technology company. She leads marketing across the region, working at the intersection of consumer engagement, commercial partnerships and the wider payments ecosystem. With more than 20 years of marketing experience, Marissa has worked across global brands including Mastercard, Vodafone, Virgin and Optus. Her experience includes establishing Vodafone's first B2B marketing program for enterprise and SME customers across Australia, as well as playing a key role in launching Mastercard's Touch Card in Australia and Asia. Her career combines commercial marketing, brand development and cross-functional collaboration.Todd Stevenson · CMO (GM Brand, Marketing & Digital), Aware Super Todd Stevenson is CMO - General Manager of Brand, Marketing and Digital at Aware Super, one of Australia's largest superannuation funds. His remit focuses on brand, marketing and digital strategy to support member growth, engagement and retention. Todd brings more than 25 years of experience across superannuation, financial advice, insurance, funds management and retail banking. He previously held senior customer, marketing and digital leadership roles at Colonial First State and Commonwealth Bank's wealth business, where he worked across enterprise transformation, customer experience and growth.
Joseph Ancora · CMO (GM, Brand & Marketing, EVT Hotels & Resorts), EVT Joseph Ancora is CMO - General Manager of Brand and Marketing at EVT Hotels & Resorts, part of EVT, the Australian entertainment, ventures and travel group. He works across the group's hotel brands, supporting brand positioning, marketing strategy and customer engagement in a competitive hospitality market. With more than 18 years of experience across tourism, hospitality and entertainment, Joseph brings a background in brand development and marketing across customer-facing businesses. His work spans digital marketing, campaigns, social content and food and beverage marketing, connecting brand strategy with the customer experience across hotel and hospitality offerings.
Renee McGinty · Chief Marketing Officer, CSR Renee McGinty is General Manager of Marketing at CSR, an Australian building products company serving the construction industry. Her role sits within a business where marketing must connect product positioning, customer needs and commercial priorities across building and construction markets. Renee brings more than two decades of experience in Australian business. Her leadership experience in the building products sector provides a perspective on marketing in trade-led markets, where customer relationships, distribution channels and the needs of industry professionals influence how brands compete and grow.
Negar Ghadiri-Zare · CMO (GM Marketing), Judo Bank Negar Ghadiri-Zare is an experienced marketing executive responsible for leading marketing at Judo Bank, an Australian business bank focused on supporting small and medium-sized enterprises. Her role encompasses brand positioning, customer acquisition and developing marketing strategies that support the bank's growth and engagement with Australian business owners. With a background in payments and high-growth financial technology businesses, Negar brings experience in building brands and driving commercial outcomes in competitive financial services markets. Her expertise spans strategic marketing, customer engagement and translating business objectives into effective marketing initiatives.
Carly O'Keefe · CMO (GM Marketing), Challenger Carly O'Keefe is a senior marketing executive responsible for leading marketing strategy at Challenger, an Australian financial services organisation specialising in retirement income and investment management. Her role focuses on brand positioning, customer engagement and supporting the organisation's commercial growth across its financial services offerings. Working within the highly competitive wealth management and financial services sector, Carly brings experience in strategic marketing, brand development and customer-led growth. Her leadership involves connecting marketing initiatives with business priorities and strengthening relationships with customers and financial services partners.
Natalie Miller · CMO (GM Group Marketing & Investor Relations), ReadyTech Natalie Miller is an experienced marketing and communications executive responsible for leading group marketing and investor relations at ReadyTech, an Australian technology company providing software solutions across education, employment and government. Her role brings together brand strategy, corporate communications and stakeholder engagement to support the organisation's market positioning and commercial growth. Natalie has developed experience across technology, communications and customer-focused business strategy, with previous senior roles at Business Australia and Isentia. She also contributes to Australia's startup ecosystem through her involvement with Startmate, bringing an understanding of business growth, innovation and building technology brands in competitive markets.Alison Brink · Group General Manager, Chief Marketing Officer Marketing and Communications, Goodman Alison Brink is an experienced international marketing executive responsible for leading group-wide marketing and communications at Goodman, one of the world's leading industrial property groups. Her remit includes corporate brand strategy, marketing, advertising and communications, supporting Goodman's positioning across its global property and logistics markets. Before joining Goodman in 2006, Alison held senior international marketing positions at DHL, working across Asia, Europe and the United States. Her experience includes regional brand leadership and global advertising strategy, providing extensive expertise in managing international brands, corporate reputation and marketing across complex multinational organisations.
Laura Halbert · Chief Marketing Officer, Allianz Laura Halbert is a senior marketing executive responsible for leading marketing strategy at Allianz Australia, one of the country's largest insurance organisations. Her role focuses on brand positioning, customer engagement and ensuring marketing supports the organisation's broader business strategy within an increasingly competitive and digitally evolving insurance market. As a marketing leader within the financial services sector, Laura brings experience in developing customer-focused marketing strategies, strengthening brand recognition and leading marketing teams through organisational change. Her work centres on connecting customer needs, brand strategy and commercial priorities to support sustainable business growth.
Partners
- Factor Leading market research in APAC.
- Panelist · Gold Partner Panelist is the vision for easy connections. We are a movement that exits to eliminate the complexity in professional interactions and give individuals a sense of clarity behind every conversation. And we do that by giving you the power to swift through to the right conversations and opportunities. Founded in 2021, we have had exponential growth, with members and senior executives from organisations across the globe including the Fortune 500. Panelist services include: Social networking Virtual events platform Audio chat rooms Company community centers We grow rapidly and we're always on the look out for talent across engineering, product management, design, research, analytics, technical program management, operations, and more.
ON24 · Gold Partner- Tapt · Bronze Tapt is revolutionising the way we network, offering a sleek eco-friendly digital business card fitted with cutting edge NFC and QR code technology. Tapt replaces the need for traditional paper business cards with one, fully customisable recycled plastic card. Environmentally conscious and hygiene concerned, Tapt cards provide a seamless contact transferral experience for you to grow your network and be front of mind with more potential customers. Never miss an opportunity to connect again. Networking is seamless and easy with Tapt.
- Canva · Gold Partner We're a global online visual communications platform on a mission to empower the world to design. Featuring a simple drag-and-drop user interface and a vast range of templates ranging from presentations, documents, websites, social media graphics, posters, apparel to videos, plus a huge library of fonts, stock photography, illustrations, video footage, and audio clips, anyone can take an idea and create something beautiful on Canva on any device, from anywhere in the world. Since our launch in 2013, we’ve had the crazy big goal of making design accessible to everyone. We were founded on the belief that people shouldn't need to understand complex software to unlock their creativity. We’re leveling the playing field and democratizing access to design and visual communication by empowering 100% of the world to communicate in a way that was once limited to the 1%. We've always had a deeper mission surrounding Canva — which we talk about as our 'simple' two-step plan: to build one of the world’s most valuable companies, and to do the most good we possibly can. We're committed to our core value of Being a Force for Good, so as the value of our company grows, so too does our ability to have a positive impact on the world.
- Decisions · Gold Partner
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