As Modibodi’s global marketing director Justine Cusack leads the marketing and brand strategy, driving international growth of Modibodi’s portfolio of period wear. She leverages over 15 years of experience within marketing positions across FMCG, ecommerce, technology and advertising agency businesses.
Throughout her career she has developed and executed multi-channel, full funnel marketing initiatives, from trade marketing to sponsorships, packaging to PR and 360 creative campaigns for brands including Telstra, Google, Nike, Wine Australia and Nestle Purina.
Now into our second season of B&T’s CMOs To Watch, presented by Zenith, Cusack 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.
We sat down with Cusack to discuss how her biggest challenge is also the most rewarding, the influencer marketplace and how she expects audio to have a moment in 2026.
B&T: Let’s get to know you… What three things would you take to a desert island?
Justine Cusack: I’m not really the R&R type and would be bored after a day with the usual book and booze answer. I’d bring my phone, a plane ticket, and a suitcase to go somewhere a bit more eventful.
B&T: What is your passion outside of work? If you weren’t a CMO, what would you be doing?
JC: I’m not much of a hobbyist but I crave creative stimulus; whether that’s exploring suburbs, libraries, markets, stores and so on. My brain loves to think about stories and ideas, gaps, and innovation—I think if I got out of marketing, I’d still be sticking my nose in it.
B&T: What was your favourite campaign of all time?
JC: Impossible question but some local work I loved in recent years was ‘The Off Season’ and ‘Come down for Air’ for Tourism Tasmania. Such a beautiful proposition and craft. I love Tassie and it just felt bang on.
B&T: Now let’s talk shop. What is your brand’s top priority for the next 12 months?
JC: Expansion of our high-growth categories both in Australia and internationally. Modibodi has seen impressive growth in 2025 and continues to expand in areas of innovation like sports, teen, and swimwear. This year is about sharpening and scaling the formula, whilst continuing to build brand strength and demand.
B&T: What channel is exciting you the most and how do you split your marketing budgets between long/short and channels mix?
JC: Our approach to brand and performance media is rightfully complicated and the two strategies are deeply connected. I think we strike a good balance between following data and trusting our gut. One of my favourite channels is OOH—I love high impact media and the challenge of connecting traditional and digital channels.
B&T: What is the biggest challenge you currently face in the marketplace?
JC: As an overall theme it’s that there’s no rulebook to follow. Modibodi was first to market in Australia and has played a significant role in growing the category to what it is today. There can be a nature of unpredictability and invention—but honestly, it’s what makes it so rewarding.
B&T: What are you most excited about in the marketplace?
JC: I’m keeping an eye on influencers as marketplaces. I think we’ll see a lot more sophistication in how they’re embedded into brand shopper journeys especially within retail/ lifestyle brands. Sephora’s announcement on creator stores is a great example of this.
B&T: Where do you see yourself in five years time?
JC: I’ve always been drawn to transformation and possibility. I imagine I’ll have my eyes set on new heights and still be venturing into the deep end.
B&T: Speaking hypothetically what’s one brand, product, or category you’d like to sink your teeth into right now as a marketer?
JC: I’m enjoying the amount of innovation and creativity in FMCG and love to spot new brands and concepts in the aisles. The tension between trend and tradition resonates with me a lot.
B&T: Zenith believe there is untapped media potential we need to uncover. What is your prediction for media this year?
JC: I think audio will have a moment. High attention, huge audience, and ease of trackability. Whilst not the most exciting creative channel I think it could be used in more interesting ways than the obvious.
