Natalie Warren-Smith is a strategic marketing leader that harnesses more than 25 years of experience shaping some of Australia’s most iconic brands and driving commercial growth across property, fashion and financial services. As a senior marketer she leverages expertise in brand architecture; CRM and digital ecosystems, a proven ability to launch assets and scale brands; and leadership in high growth and transformation environments with board level influence
As the GM of customer and marketing of Stockland her biggest challenge is finding the right mix of enterprise and local communications at a cost and effort that is achievable.
Now into our second season of B&T’s CMOs To Watch, presented by Zenith, Warren-Smith 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 Warren-Smith to discuss her love of Christmas ads, the growing opportunity for connected TV and retail media, and how “it’s a great time to be trying new things.”
B&T: Let’s get to know you… What three things would you take to a desert island?
Natalie Warren-Smith: A notebook (because I have always wanted to write a children’s book), family photos , and a good knife (because practicality matters when survival is the brief).
B&T: What is your passion outside of work? If you weren’t a CMO, what would you be doing?
NWS: I’m passionate about building capability and confidence of girls and women—at the moment I do this through mentoring and teaching dance. If I weren’t a CMO, I’d be the weekend weather presenter on breakfast TV.
B&T: What was your favourite campaign of all time?
NWS: As a true sucker for a Christmas ad, John Lewis’ ‘Gifts you can’t wait to give’ is unforgettable for me. It wasn’t just an ad—it was a story that captured the magic of connection and generosity during the holidays. The simplicity of the narrative, and the way it made a retail brand feel human and heartfelt is pure brilliance. It’s a reminder that the best campaigns don’t just sell—they make us feel something real.
B&T: Now let’s talk shop. What is your brand’s top priority for the next 12 months?
NWS: Our brand purpose is ‘A better way to live’ so elevating and creating exceptional customer experience at every touchpoint – all while scaling a growing business is absolutely our focus. Whether that be the physical or emotional experience you have with the brand we want Australian’s to know what makes Stockland a leader across all key sectors it is operating in.
B&T: What channel is exciting you the most and how do you split your marketing budgets between long/short and channels mix?
NWS: Connected TV and retail media are fascinating right now—they blend precision targeting for our local retail and residential communities with storytelling.
Budget-wise, there is no perfect formula for me. The market conditions and the stage of the property cycle play an important role in determining our split. In saying that, brand will always play a key role given the high involvement category which for many is a lifetime decision.
B&T: What is the biggest challenge you currently face in the marketplace?
NWS: Finding the right mix of enterprise and local communications at a cost and effort that is achievable.
B&T: What are you most excited about in the marketplace?
NWS: The willingness of publishers and partners to help find new ways to deliver the same brief.
Whether it be AI, process automation, new approaches to audiences or creating value in unconventional ways to meet the short and mid term goals of our business it’s a great time to be trying new things.
B&T: Where do you see yourself in five years time?
NWS: The industry and market are changing at such a rate, 5 years ago I would never have imagined working for a property developer, so I would like to think that as long as I still in a role that balances leading transformation with creativity then I’m happy to see where opportunity presents itself.
B&T: Speaking hypothetically what’s one brand, product or category you’d like to sink your teeth into right now as a marketer?
NWS: Electric mobility. It’s not just about cars—it’s about reshaping how we move, live, and think about energy. The storytelling potential is enormous.
B&T: Zenith believe there is untapped media potential we need to uncover. What is your prediction for media this year?
NWS: Those who can help solve real business and customer problems not just marketing problems, whilst finding new and creative ways to engage untapped audiences will be the ones to win.
