The a2 Milk Company has announce the appointment of Edith Bailey (pictured below) as chief marketing officer.
Bailey will join a2MC from her most recent role as consumer marketing director, ANZ, with Danone Nutricia’s Specialised Nutrition division, having spent the past 14 years with the organisation in several senior marketing, channel and category development positions. Bailey has significant experience in the infant nutrition category across China, New Zealand, Australia and South East Asia.
In her most recent role, Bailey was responsible for leading the development of the overall portfolio strategy for ANZ Specialised Nutrition, including the acceleration of the innovation pipeline and capability. Bailey also championed the development of purpose-led brand positioning, portfolio architectures, the enablement of full digital transformation and integrated communications with a strong focus on measurement and results. Prior to her time at Danone, Bailey held senior marketing roles with Pepsico, Campbell Arnotts and S.C. Johnson & Son.
In the CMO role with a2MC, Edith will be responsible for managing the strategic and creative direction of the a2™ brand, developing integrated marketing programmes and leading consumer insights and product innovation.
David Bortolussi, managing director and chief executive officer of a2MC, said, “Edith is a very capable marketing executive with extensive industry experience and track record in driving growth through market leading brands, product innovation and digital marketing. Edith is also an excellent fit from a leadership and cultural perspective, and I look forward to her joining the company.”
“It is essential that we continue to invest in and strengthen the a2 brand to enable us to return to growth in our core business and to capture new opportunities through innovation and new product development.”
Bailey will commence in her role later in 2021, with her start date yet to be confirmed. In the meantime, the ccopnay has confriemd that Janelle Tong, a2MC’s group head of marketing will take up the role of interim chief marketing officer and join the executive leadership team until Bailey commences in her role later this year.
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