Role: Chief Marketing Officer Versent.

Sept 2021 - Oct 2022

Versent Group is an Australian-born cloud consultancy specialising in enterprise cloud and digital transformations and servicing 40% of the ASX top 100. They have 5 offices in AU and SG and employ 600 staff.

This was a key leadership position during a period of enormous change. Reporting to the COO, my role at Versent was to spearhead an end-to-end and green-fields resetting and formalisation of the Marketing OS. The scope of the role was holistic and deep, and covered everything from marketing strategy, brand strategy, sales enablement strategy, communications, team composition, systems and processes, analytics, budget management, and development of the new FY budget scenarios and plan. In addition, the role encompasses leadership of fundamental asset development (brand execution, sales narrative, and content), event strategy and execution, and lead generation, through to pipeline management, analytics, and attribution.

Key Achievements:

• The revised strategy and activity resulted in an 84x increase in qualified leads generated YOY with a 15% decrease in CAC, and a 20x Net ROI (129x Gross ROI). This success lead to budgets increasing 2x for FY23.

• Re-architected the underpinning martech layer of the marketing OS – including analytics, CDP, CRM, reporting and measurement

• Created high-quality strategically driven and commercially accountable marketing OS – including brand positioning, strategic narrative, decision modelling for key decisions, attribution modelling.

• Leadership and education of marketing team and leadership across the broader business – cementing the role of marketing and the value that marketing brings into the forward view of growth for Versent.

Other Roles: