If there is one thing Spotify ANZ’s head of marketing Rosie Rothery knows, it is how to blend creative storytelling with cultural buzz. Whether championing local music or pushing brands to entertain, not just advertise, Rothery approaches marketing with a sharp sense of humour and an even sharper instinct for what earns attention.
As we launch our second season of B&T’s CMOs To Watch, presented by Zenith, Rothery joins the ranks of visionary marketing leaders redefining the playbook. This series celebrates those who balance bold ideas with business impact and have a whole lot of fun along the way.
Speaking with B&T, Rothery opens up about the art of earning attention, why some ads hit harder than others and the category she’s itching to rebrand from earnest to exciting.
B&T: Let’s get to know you… What three things would you take to a desert island?
Rothery: Sunblock, music (obviously), and – a therapist – so I can unpack why I thought a desert island was a good idea.
B&T: What is your passion outside of work? If you weren’t a CMO, what would you be doing?
Rothery: Road Trips & I’d be a doctor (I challenge you to find someone who’s watched more medical TV shows – I’m obsessed).
B&T: What was your favourite campaign of all time?
Rothery: Patagonia’s Black Friday ‘don’t buy this jacket’ campaign. I love Patagonia and what it stands for – and the work is provocative, so on brand for them and contextual marketing at its best.
B&T: Now let’s talk shop. What is your brand’s top priority for the next 12 months?
Rothery: Shining a light on the amazing musical talent coming out of Australia and bringing that music to the world stage. We’ve long championed Australian artists, but with the launch of Turn Up Aus, we’re taking our support for the local industry to the next level.
B&T: What channel is exciting you the most, and how do you split your marketing budgets between long/short and channel mix?
Rothery: We’re exploring a myriad of different approaches to how events/experiential intersect with video/social. Experienced by few, seen by many.
B&T: What is the biggest challenge you currently face in the marketplace?
Rothery: Attention. Our team is obsessed with creating entertainment – not ads – and ensuring we earn consumers’ attention with storytelling that is relevant and culturally resonant. It’s not about shouting louder; it’s about showing up in ways that are meaningful, memorable, and worth your time.
B&T: What are you most excited about in the marketplace?
Rothery: I’m forever inspired by smart, brave ideas. Work that uses existing platforms and surfaces in clever ways. There’s real power in creativity that earns attention through insight and innovation, and through unexpected, intelligent use of the tools we already have rather than over-reliance on what big budgets can buy. The Cannes-winning Tecate Beer ‘Gulf of Mexico’ campaign is a great example.
I’m also wildly curious (and cautiously optimistic) about how AI can expand creativity, not replace it, making previously impossible work possible.
B&T: Where do you see yourself in five years?
Rothery: Still thinking of an answer to this question, 5 years later.
B&T: Speaking hypothetically, what’s one brand, product or category you’d like to sink your teeth into right now as a marketer?
Rothery: Wellness. This is one of the most important spaces of our time as humanity adapts to the extreme changes that AI will bring. I’m passionate about the role that resilience and mental health will play for us all, particularly for future generations.
I’d love to tackle the challenge of rebranding wellness from earnest to exciting – bringing a youthful, modern and culturally relevant edge to the category.
B&T: Zenith believe there is untapped media potential we need to uncover. What is your prediction for media this year?
Rothery: 2025 is all about respecting people’s intelligence. People are smart and stretched. If you are going to take a moment of their time, give something valuable back. Entertain them, make them think, make their day easier. Don’t add to the attention-baiting junk. Respect the audience and you will earn their respect (and attention) in return.
I’m also thinking a lot about integration over interruption – adding value to the spaces people are already spending their time, whether that’s gaming, chat apps, AI tools or community spaces. When brands add value to those experiences, everyone wins.
And I think we’ll see a shift towards balance, using data to guide decisions, not control them. The best work will come from insight and instinct working together.
