The CMO Show

We live in an era of information abundance. AI can answer almost any question instantly. Search engines deliver endless results. Yet consumers have never been less certain about what to trust. That's where Reddit believes the next great marketing opportunity lies. In this episode of The CMO Show , Mark Jones sits down with Hayley Saddleton, Country Lead of Business Marketing for Reddit ANZ , to unpack the rise of the "validation economy" : a world where people discover through algorithms but make decisions through human reassura nce. As AI-generated answers become ubiquitous, consumers are increasingly turning to communities to validate what they've found, seeking lived experience, honest opinions and unfiltered feedback before making choices. For marketers, this shift presents both an opportunity and a challenge. Reddit has become one of the internet's most influential sources of human conversation, powering everything from purchasing decisions to AI training data. But unlike traditional social platforms, the community can't be manipulated with polished messaging or corporate spin. As Hayley explains, Reddit users can "smell a brand" instantly, forcing marketers to rethink how they show up in conversations and what value they genuinely provide. The discussion explores why authenticity is becoming a commercial advantage, how anonymous communities often produce richer consumer insights than identity-driven platforms, and why marketers should pay as much attention to criticism and disagreement as they do to positive sentiment. Hayley argues that downvotes, debate and community scrutiny can reveal the relevance gaps brands often miss in traditional research. You'll also hear how brands such as Škoda and Kia have used Reddit conversations to shape campaigns, product positioning and creative strategy, proving that some of the most valuable insights aren't found in focus groups but in the conversations customers are already having. For CMOs navigating AI disruption, fragmented attention spans and declining trust, this episode offers a powerful reminder: information is no longer the scarce resource. Confidence is. The brands that help consumers validate decisions, reduce uncertainty and add genuine value will be the ones that win in the validation economy. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

What happens when a tourism brand stops apologising for its perceived weaknesses and turns them into its greatest strength? In this episode of The CMO Show , host Mark Jones sits down with Lindene Cleary, Chief Marketing Officer at Tourism Tasmania, to unpack the strategy behind one of Australia's most distinctive and effective destination marketing platforms: Come down for Air and its Autumn/Winter extension, The Off Season . Now in its sixth year, the The Off Season campaign has helped transform winter from a traditional tourism challenge into a compelling reason to visit Tasmania. Lindene shares how the team identified a long-term structural problem facing the state's tourism industry, why discounting wasn't the answer, and how they built a brand platform that encouraged visitors to embrace, rather than avoid, the cold. The conversation explores the evolution of the campaign's now-iconic black-and-white creative aesthetic, the strategic decision to lean into Tasmania's raw winter identity, and the importance of staying true to the realities of the destination. Lindene also discusses the role of long-term brand building, stakeholder alignment, and why smaller brands with limited budgets often can't afford to play it safe. Along the way, she reveals how bold earned-media activations such as Odd Jobs for the Off Season generated global attention, how marketers can distinguish between a strategy that's failing and an execution that's tiring, and how Tourism Tasmania balances long-term brand salience with the pressure to deliver measurable tourism outcomes. This episode is packed with practical lessons on brand courage, stakeholder management, creative effectiveness, and the power of consistent long-term thinking for marketers in any category. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

In this episode, Mark Jones sits down with Emmanuel Cruz, Assistant Vice President of Digital Marketing at Philippine Airlines, to explore how the 85-year-old airline is transforming for a digital-first future. Cruz paints a fascinating picture of the Philippines' social landscape, where Facebook, Instagram and TikTok aren't just channels , they're part of everyday life, shaping how people discover, connect and buy. He shares how Philippine Airlines has shifted to a platform-first strategy, creating different content for different audiences: Facebook for the mass market, Instagram for premium travellers, and TikTok for younger consumers. The conversation reveals how social media is collapsing the traditional marketing funnel, with awareness, consideration and conversion increasingly happening in the same place. Drawing parallels to the kind of cultural fandom that powers global stars like Bad Bunny, Cruz explains why brands today need to participate in culture, not just advertising. He also discusses AI-generated content, personalisation, viral campaigns, and the airline's award-winning safety video, which tapped into Filipino culture to drive remarkable engagement. It's a masterclass in how brand s can stay relevant by combining heritage, technology and social-first storytelling in an AI-powered world. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

T rust is rising in Australia according to this year's Trust Barometer , but so is anxiety, division and scepticism. In this episode of The CMO Show, Mark Jones is joined by Jo Osorio, Chief of Staff & Interim CEO of Edelman Australia, and Paula Cowan, Managing Director of ImpactInstitute , to unpack th is year's findings and explore what they mean for marketers, communicators and business leaders . The conversation examines a growing paradox. While trust in government and media continues to decline, employers and businesses continue to be seen as the most reliable institutions in people's lives. Against a backdrop of rising anxiety, economic uncertainty and increasing social division, organisations are being asked to do more than communicate effectively. They are being challenged to demonstrate competence, integrity, purpose and care. Jo and Paula discuss the intersection of trust and social impact, in tackling what the Trust Barometer outlines as an increasingly insular mindset. They explore the importance of reputation built on social good as a brand lever . For marketers, the implications are significant. The discussion explores how organisations can communicate sustainability and impact with credibility, activate trusted voices, and build stronger relationships with stakeholders through listening, transparency and genuine engagement. The episode also examines the role of trust during periods of transformation, from AI and workforce change to evolving expectations around diversity, inclusion and social impact. Jo and Paula share practical insights into measuring impact, fostering collaboration across differing viewpoints and creating the conditions for long-term trust inside and outside organisations. Ultimately, this conversation challenges leaders to rethink trust not as a reputation metric, but as the foundation for meaningful relationships, organisational resilience and sustainable growth in an increasingly divided world. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

How do you evolve a 100-year-old trade brand into a modern, design-led retail powerhouse? In this episode of The CMO Show , host Mark Jones sits down with Jessica Park, CMO of Reece Group, to explore the art of balancing legacy with bold transformation. Reece has long been synonymous with Australia's plumbing and trade sector, built on trust, quality, and deep relationships with tradies . But the brand is expanding beyond its B2B heritage, embracing a B2C and B2B2C future driven by design, innovation, and seamless omnichannel experiences. At the centre of this evolution is a reimagining of retail. Jessica takes listeners inside Reece's newest flagship Rosebery showroom, where physical and digital experiences converge to simplify complex customer decisions. From interactive tools and mood boards to over 200,000 product variations, the space is designed to help customers confidently "mix and match" and move from inspiration to execution. Drawing on her agency background, Park shares how skills like building high-performing teams, rapid problem-solving, and creative strategy translate powerfully into in-house marketing. The conversation digs into the realities of modern marketing: customers who start their journey online, arrive in-store armed with research, and expect a seamless, personalised experience across every touchpoint. For Reece, success lies in "stitching" those channels together, blending human expertise with digital capability to remove friction and elevate the brand experience. Ultimately, this episode is a lesson in brand evolution, showing how respect for heritage, combined with a relentless focus on customer experience, creativity, and commercial impact, can unlock new growth. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Recorded at Adobe Summit in Las Vegas, this special episode of The CMO Show brings together three marketing leaders navigating transformation in real time and what it actually takes to make it work. Across financial services, education and global enterprise, one message is clear: AI is accelerating everything, but real transformation still takes time, structure and serious organisational change. This episode cuts through the hype to show what that looks like in practice. Arpan Saha, Chief Digital Officer at Nippon India Mutual Fund, shares how his team is rethinking customer experience in a market of more than a billion people. By benchmarking against e-commerce leaders, they're simplifying investing, using AI and data to create more intuitive, personalised and accessible journeys at scale. It's a powerful example of what happens when you design for real customer behaviour, not industry convention. At RMIT, Darren Boyle unpacks a six-year transformation focused on moving beyond legacy systems to deliver more dynamic, personalised experiences. But his key insight is that this isn't just about technology . It's about clarity of purpose, aligning teams and systems, and staying focused on the long-term journey required to actually make transformation stick. And from a global enterprise lens, Mark McCluskey at Genpact shares how to transform marketing at scale. From brand to operations, his team has rebuilt the function end-to-end, showing what it really takes to connect strategy, technology and execution across an organisation. It's a practical look at how to drive change while bringing people with you. It's a practical look at how to simplify complex customer journeys, scale personalisation and rethink how your marketing function operates in an AI-driven world. If transformation is on your agenda, this is an episode you won't want to miss. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Recorded at Adobe Summit 2026, this episode of The CMO Show features Yasmin Spencer, Director of Marketing at Western Sydney University, unpacking the research-led reset reshaping one of marketing's most complex paths to purchase – choosing a uni . After extensive domestic and international research, Yasmin and her team uncovered a clear shift in how students choose where to study. More than half of the top 15 decision drivers now centre on outcomes, specifically how likely a university is to help them land a job. The degree is no longer the product. The destination is. But the defining insight wasn't just about employability , it was the experience gap. Students are benchmarking universities against the best consumer brands they use every day. As Yasmin puts it, they can order from The Iconic and receive delivery in three hours, yet wait months for a university offer. From application to enrolment, the journey has become more complex than getting a home loan and that disconnect is no longer acceptable. This episode reframes higher education as a customer experience problem, not communications one. Yasmin breaks down what it takes to meet modern expectations for speed, simplicity and service, and what real customer-centricity looks like when it's tied to outcomes, not activity. You'll hear how Western Sydney University is responding in practice, from launching ODIE, an AI-powered Open Day concierge designed to remove real friction, to simultaneously leading a major marketing team restructure. By simplifying the operating model, rebuilding capability and focusing the team on experience, execution and impact, they've created the conditions to fix a journey that has historically been too complex to convert. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

From the iconic sausage sizzle to i t s team of red shirts and partnerships with Vegemite and Bluey, Bunnings isn't just a brand... it's a staple of Australian culture . Recently named Australia's most trusted brand by Roy Morgan, the warehouse giant is s upported by a seriously deliberate marketing machine focused on community engagement . Recorded live on the shop floor, this episode of The CMO Show sits down with Justine Mills, General Manager of Marketing at Bunnings, to unpack how a hardware store has become part of Australia's cultural fabric. This isn't about glossy campaigns or influencer deals. It's about why the person in the red shirt knows more than any brand ambassador ever could and how Bunnings has built systems to let real frontline expertise lead the marketing. Justine dives into the Red Shirt Content Creator program, how everyday team members have bec ome trusted creators, and why its inhouse content engine, Hammer Media , works not just as a retail media network, but as a credibility gener ator . You'll hear how Bunnings captures real in ‑ store moments and resists polishing them into something unrecognisable. No hype. No hard sell. Just useful help, delivered in the same tone Australians have trusted for decades. For CMOs navigating growth and authenticity in an era of performance metrics and attribution, this episode breaks it down: how do you scale without losing soul? How do you drive a sector without feeling corporate? And how do you make marketing feel less like marketing and more like part of the community you serve? It's rare look at how one of Australia's most iconic brands earns trust, keeps it, and proves that the most powerful marketing strategy still starts on the shop floor… preferably near the snag stand. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Your customers aren't just human anymore. They're machines...and they're already making decisions about your brand. Agentic commerce is here, and it's predicted to account for $300B–$500B in sales by 2030. Brands that design only for humans are already silently losing billions. In this episode of The CMO Show, we talk to author of [descriptor] book, Machine Customers , Katja Forbes. They are joined by Gurvinder Singh, CMO at Altimetrik, which is putting Katja's principles into action. Together they unpack the next tectonic shift in marketing: AI agents as buyers, validators, and gatekeepers. From AI agents rejecting suppliers over expired certifications to entire networks blacklisting brands in seconds based on poor data hygiene, this conversation exposes a blunt truth. Marketing is becoming machine‑readable, binary, and unforgiving. It's data. Verified. Structured. Machine‑legible. If machines can't read your brand, they won't trust it. And if they don't trust it, they won't buy it. This episode shows you how to navigate the shift, what to change, what to prioritise, and how CMOs can lead as machines move from channels to customers. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Want to know why marketers need to stop trying to keep up with AI? How about what they should focus on? In this episode , Cameron Partridge , the Australian growth leader who helped scale Invisible Technologies into a $2 billion unicorn , talks staying focused in the AI noise. Across brand crede ntia li sation t he death of channel specialists , the rise of systems thinkers, and the danger of chasing shiny tools, the new Humanforce growth officer shares a simple message: GenAI hasn't changed the fundamentals of marketing. It's just made the m harder. From working with Google, M eta and Microsoft , Cameron has witnessed the industry evolve at breakneck speed. We can now create more content than ever , but standing out requires sharper thinking, deeper focus, and an unshakeable commitment to consistency and trust. Unicorns aren't built on noise; they're built on discipline. If you want the truth about AI, growth and the future of marketing roles, this episode is your blueprint. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Live from the Adobe AI Forum, this episode is your front‑row seat to a creative reboot with Nick Law, Accenture Song's Chief Creative Chairperson, Aussie expat and veteran of Apple , Publicis and R/GA . Nick argues that the real opportunity with AI isn't found at the extremes. It lives in what he calls the "missing middle" the space between systems‑obsessed strategists and wildly expressive creatives. It's a space most organisations have let collapse, and rebuilding it will be the differentiator. The marketers who thrive will be the ones who can finally stitch those worlds back together. And then comes his challenge to leaders: "Work with freaks." Because safe work gets buried. Bold work gets shortlisted, shared and chosen. In buying groups drowning in algorithm‑generated sameness, the unconventional thinker is now your unfair advantage. If you're a marketer trying to make sense of the AI tidal wave, this conversation is your cheat code. And, yes, he tackles the question everyone's whispering (or panicking) about: "How will AI affect my job?" His answer is surprisingly energising and brutally clear on what stays human. If you want to design a marketing future where AI is your ally, not your competitor , this episode shows you how. Discover what it means to lead teams where every discipline is becoming an AI discipline, where talent lives everywhere, and where the most powerful differentiators remain value, story and distinctly human ingenuity. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

What does it really take to keep one of Australia's most talked‑about campaigns culturally captivating every single year? In this CMO Show masterclass, Nathan Low, CMCO at Meat & Livestock Australia, lifts the curtain on the annual Lamb Ad. It's a deep dive into the creative mindset of this enduring cultural moment. We get a behind the scenes look at the process, which starts well before a single line is written, scanning the cultural landscape to understand what fee ls big enough to bring people together . Nathan hints at the six‑month rhythm , from exploring broad cultural territories to pressure‑testing concepts and why the Lamb brief stays constant even as the culture shifts around it. And here's the paradox every marketer w ants to create : in a world where most consumers pay to skip ads, Australians still make time for this one , waiting for the drop each January, sharing it and, more often than not, helping it jump borders and make global headlines. That kind of anticipation doesn't come from media spend; it comes from culture, comedy and craft and from an organisation willing to back brave ideas , knowing "safe" ones would be risk ier. Listen in if you want to know how to evolve your brand's marketing without losing the core, how to balance instinct with just‑enough research, and how to turn a campaign into a national conversation people choose to watch. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Australia isn't just another western market . Amazon learned this quickly in its 12 th market roll out . In this episode of The CMO Show, Lena Zak, Country Manager for Amazon Business Australia, di s cusses the nuances of branding in an unusually personal, human‑to‑human business culture with distinct approach es to buying and supplier relationships . From buyer instincts shaped by Amazon's B2C footprint to the procurement friction unique to local organisations, Lena shares the surprises that forced her team to rethink assumptions and rework their approach , including the need to explain what Amazon Business even is before they could persuade anyone why it matters. What are Lena's biggest lessons? How l istening beat out global playbooks in a market where trust still trumps technology H ow the whimsical Little Bo Peep campaign became an unlikely shortcut to clarity and cultural connection W hy simplicity in fast shipping, easy controls and fewer suppliers to manage proved the strongest lever for earning confidence with Australian organisations navigating digital transformation. It's a behind‑the‑scenes look at the decisions, challenges and creative swings that defined one of Amazon's most interesting market launches and a reminder that in B2B, understanding how people buy is still the most powerful strategy of all. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Few industries are tested as relentlessly as travel. From economic uncertainty and sustainability pressures to rapid technological change, travel brands have had to constantly survive disruption. Hazel McGuire, CMO of Intrepid Travel's answer has been constant reinvention and it's put them on the road to becoming a the first billion-dollar global travel brand. In this episode of The CMO Show , Ms McGuire, shares what it takes to lead through disruption in an industry that is always rebuilding itself, and how she is navigating that complexity. Hazel unpacks how the company responded to the post‑COVID reset, as travellers be gan seeking deeper meaning, stronger social connection and better value from the experiences they choose. She explains why, even amid cost‑of‑living pressures, travel continues to matter , —and how brands must move beyond short‑term transactions to build long‑term resilience. You'll also hear how Intrepid's long‑standing B Corp commitment shapes decision‑making behind the scenes, helping the business balance purpose and profit without turning values into a marketing headline. From evolving beyond performance‑heavy marketing to inves ting in brand‑led storytelling, Hazel explores how Intrepid stays human, credible and trusted in an industry increasingly shaped by automation and AI. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

What would you do if you walked into a fast‑growing global company as its first ever CMO with no marketing playbook and no inherited systems? That was the challenge and opportunity facing David Levingston, Global Chief Marketing Officer at Aero Healthcare. In this episode of The CMO Show , David shares what it takes to build a marketing function from scratch that is treated not as a bolt-on, but as the connective force across product, data, b rand and customer experience. The conversation explores sequenc ing intuition behind data and facts in the planning stages , look ing for clarity before creativity and rethink ing approach es to named vs generic brand strategy. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

2025 has been a year of extraordinary change for marketers. From AI-driven workflows to the resurgence of authentic storytelling, the pace of transformation is rewriting the rules of engagement. In this special festive wrap-up edition of The CMO Show , host Mark Jones counts down the 12 trends shaping marketing leadership as we head into 2026 . Join us for a masterclass in clarity, creativity and context as we explore what it means to lead in an era of acceleration. From personalisation at scale to ethics as a non-negotiable, these insights will help you navigate the next wave of marketing innovation with confidence. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Ten years ago, The CMO Show launched as a bold experiment in marketing storytelling. Back then, podcasts were niche, TikTok didn't exist, and AI was just a whisper. Fast forward to today, and the show has become a trusted industry platform, marking a decade of insights, evolution, and candid conversations. In this special live-recorded anniversary episode, host Mark Jones is joined by Michelle Rowling , Head of Sales and Marketing at Luna Park Sydney, Louise Cummins , Co-Founder, Australian Centre for AI in Marketing , and Amy James , Senior Product Marketing Manager at Adobe to celebrate a decade of insights and explore what's next for CMOs. From the print-first days of 2015 to the AI-powered present, this conversation dives into the big shifts shaping marketing. Hear from three marketing leaders as they share defining career moments, COVID-era resilience, and bold predictions for the future. If you've ever wondered how to stay relevant when the chessboard gets thrown in the air, this is your playbook. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Content warning: we touch on some sensitive topics in this episode that could be triggering for some listeners. The trades sector is the backbone of Australia's infrastructure, but it's also a community grappling with mental health challenges. TradeMutt is flipping the script on workwear and wellbeing...one shirt at a time. In this episode of The CMO Show, Ed Ross, co-founder and director of TradeMutt , joins host Mark Jones to unpack how bold branding, lived experience, and purpose-led storytelling are transforming mental health conversations in blue-collar Australia. Join us for a masterclass in grassroots brand building, emotional resonance, and community-first strategy. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

The fashion and textile sector is huge: $28 billion to the economy, 1.5% of GDP, and nearly half a million jobs. It exports more than wine and beer combined and drives women's workforce participation, with 77% of roles held by women. Elizabeth Anderson-Funnell, Head of Communications and Advocacy at the Australian Fashion Council (AFC), joins host Mark Jones to unpack how strategic storytelling and advocacy are shaping the future of this industry, and what marketers can learn from some big changes . Elizabeth reveals how the AFC is uniting a fragmented ecosystem of designers, manufacturers, retailers and farmers under one voice. She shares the Council's move to reclaim Australian Fashion Week, transforming it into an industry-led, globally visible platform, and why sustainability and circularity are now non-negotiable. From textile recycling and fast fashion to the emotional triggers behind buying behaviour, Elizabeth introduces a fresh lens for building trust in communications . For marketers and brand leaders, this episode offers insights into how aligning brand, policy and purpose can create cultural relevance, economic impact and systemic change , going beyond style and into transformative strategy. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

In this episode of The CMO Show , Marnie Boyer, Chief Marketing Officer at MyFitnessPal, joins host Mark Jones to explore how the original fitness tracking app has stayed relevant for over two decades. With more than 250 million users across 120 countries, MyFitnessPal is a case study in customer-centric innovation. Marnie shares how the brand has evolved from a wedding diet tool to a trusted wellness companion , powered by community, data, and a deep understanding of user needs. She unpacks how MyFitnessPal uses AI to personalise experiences, bust misinformation, and scale content across cultures. From leveraging micro-influencers to building trust in an era of information overload, Marnie offers a masterclass in modern marketing leadership. Tune in for a conversation on how to lead with empathy, adapt with curiosity, and build a brand that people rely on. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au