Dom O’Brien is CMO at MATE Internet and Mobile, where he leads brand, growth and marketing across an Australian challenger telco. With experience spanning both agency and in‑house roles, O’Brien has worked across global brands such as Telstra, Microsoft, Google, Nestlé, Sony, Porsche, BMW, Samsonite, St. George Bank and Macquarie Bank, bringing a practical, commercial approach to modern marketing.
Across his career, he’s led brand and performance initiatives for large organisations and emerging brands alike, blending creative thinking with lean, agile execution. He’s particularly passionate about building brands that scale, simplifying complexity, and helping teams do more with less.
Outside of work, O’Brien is a dad of two boys, a self‑confessed podcast addict, and has a strong interest in performance, health and longevity.
Now into our second season of B&T’s CMOs To Watch, presented by Zenith, O’Brien 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.
B&T: Let’s get to know you… What three things would you take to a desert island?
Dom O’Brien: A knife, something to purify water, and my Yeti. If I’m stuck on an island, I’m at least staying hydrated.
B&T: What is your passion outside of work? If you weren’t a CMO, what would you be doing?
DOB: Health and fitness is a big part of my life. I’m training for the Sydney marathon and half marathon events and love the discipline and structure it brings. If I wasn’t a CMO, I’d probably be working in performance coaching or building something in the health and longevity space.
B&T: What was your favourite campaign of all time?
DOB: Nike’s ‘Find Your Greatness’ stands out. It created a powerful emotional connection by celebrating everyday athletes, not elites, and cleverly tapped into the energy of London without being an official Olympics sponsor. It showed that great marketing is about cultural relevance and storytelling, not budget, celebrity or logo placement.
B&T: Now let’s talk shop. What is your brand’s top priority for the next 12 months?
DOB: Sustainable growth by giving customers genuinely more value and a better experience than they’re getting elsewhere. We’re focused on proving that you don’t have to compromise on quality or service to get a fair price. If we can nail that combination, growth will follow naturally.
B&T: What channel is exciting you the most and how do you split your marketing budgets between long/short and channels mix?
DOB: Owned channels and community building. We’re still learning how many people don’t know about MATE, so there’s huge opportunity in awareness. But I’m most excited about creating content and experiences that turn customers into advocates. Word of mouth at scale is the holy grail.
B&T: What is the biggest challenge you currently face in the marketplace?
DOB: Standing out in a crowded category where most products look and feel the same. The real challenge is building genuine differentiation through experience, value and brand connection, not just competing on price.
B&T: What are you most excited about in the marketplace?
DOB: The return of craft in marketing. I’m seeing more brands invest in distinctive creative that actually sounds and looks like them, rather than churning out the same safe, algorithm-friendly content. It’s a reaction to the sea of sameness, and it’s refreshing.
B&T: Where do you see yourself in five years’ time?
DOB: Leading a high-growth brand or portfolio of brands, likely in a broader strategic role. Still evolving and still close to the work. I’d also love to be mentoring emerging marketers and advising other scaling businesses.
B&T: Speaking hypothetically what’s one brand, product or category you’d like to sink your teeth into right now as a marketer?
DOB: Anything at the intersection of health, performance, and technology. A fitness brand, wellness platform, or consumer tech company building for longevity would be incredible from both a personal and brand-building perspective.
B&T: Zenith believe there is untapped media potential we need to uncover. What is your prediction for media this year?
DOB: Video channels where you can actually hold attention: YouTube, CTV, social video. But the channel is only half of the story.
The gap between good and average creative will widen even further. Brands that think like creators, without losing their strategic edge, will win big. Those relying on generic, low-quality content will just burn budget. The best media strategy means nothing without the creative to back it up.
