In today’s fast-evolving marketing landscape, the role of chief marketing officers has never been more critical—or more complex. With the demands of digital transformation, data-driven decision-making, and the call for brand authenticity, CMOs are at the forefront of shaping not just campaigns but entire brand identities.
CMOs to Watch, presented by Zenith, spotlights the visionaries leading the charge. This series delves into the strategies and perspectives of CMOs who are setting new standards, pushing boundaries, and driving impact in ways that redefine what it means to be a leader in marketing today.
Alita McMenamin, Telstra’s head of brand, network and sponsorship, is a visionary leader shaping one of Australia’s most iconic brands. Known for her strategic insight and creativity, McMenamin is driving Telstra’s journey to shift consumer perceptions by enhancing the brand’s emotional resonance and authenticity.
B&T: Let’s get to know you… What three things would you take to a desert island?
B&T: Favourite album, movie and book?
McMenamin: I find it so hard to pick just one– I like different ones for different reasons depending on the mood I’m in.
Album – You Am I – Hi Fi Way holds a special place in my heart closely followed by Pixies, Doolittle
Movie – Pulp Fiction or Willy Wonka & the Chocolate Factory
Book – To Kill a Mockingbird by Harper Lee as a classic and Normal People by Sally Rooney
B&T: What is your passion outside of work? (Think hobbies, sports, etc) and please send us a photo of you doing it!
McMenamin: With kids, there’s less time for passions but when I can I enjoy getting to a gig – I love seeing live music, entertaining friends, gardening, architecture and going on adventures with my family.
B&T: If you weren’t a CMO, what would you be doing?
McMenamin: A perfumer. I’ve always wanted to create my own fragrance.
B&T: What was your favourite campaign of all time?
McMenamin: Guinness “Surfer” – I love the idea which is based on a product truth – Good things come to those who wait. But it’s the score against those strong black and white visuals of the surfers and horses that make it so memorable and makes me thirsty for a Guinness.
B&T: … Now let’s talk shop. What is your brand’s top priority for the next 12 months?
McMenamin: We’re on a journey to change the way people feel about Telstra so we’re trying to change the way the brand feels. We’ve just launched a new brand positioning and creative platform, so the focus for the next year is to ensure we cement it across everything to create more cohesion across the brand. Creatively, we’re always going to be pushing to do better and better work that gets cut through.
B&T: What channel is exciting you the most and how do you split your marketing budgets between long/short and channels mix?
McMenamin: I love OOH. It’s a hard channel to get right, but when you do, with simple, clear ideas it’s so effective. In terms of budget splits across long and short we are trying to get a better balance between the two. We were too focused on short term for a long time and now we’re working to get a 50/50 balance as we need to make sure we’re driving future demand whilst selling to those who are in the market.
B&T: What is the biggest challenge you currently face in the marketplace?
McMenamin: Telco is a highly competitive category which is why it’s so important for us to show value beyond price and building a strong, distinctive brand.
B&T: What campaign are you most proud of?
McMenamin: I am so proud of our recent work especially our network campaign with 26 Australian characters and the Wherever we go brand campaign. They both help the brand feel different and the level of craft and care is next level but we’ve just scratched the surface so I’m excited about what we can do.
B&T: Where do you see yourself in five years time?
McMenamin: Hopefully healthy and having fun creating strategies and campaigns for a brand that have a real impact. And getting to more gigs – my eldest will be old enough to come with me by then.
B&T: Zenith is the presenting partner of B&T’s CMOs to Watch list. The agency takes a predictive view when it comes to industry perspectives. They’d like to know your prediction for marketing in the next 12 months
McMenamin: I think the way AI is used is going to be interesting as it becomes a bigger part of our day to day work. Less so from a creative perspective – I think it can be useful in terms of being more efficient in getting a broad perspective on a situation or stimulating ideas.
Check out the other instalments in the CMOs To Watch series here:
- CMOs To Watch, Presented By Zenith: 28 Group’s Tim White On Storytelling, Social Media & Sport
- CMOs To Watch, Presented By Zenith: Meet Zach Kitschke, Full Time Canva CMO, Part Time Snowboarding Superstar
- CMOs To Watch, Presented By Zenith: Meet Peita Golden, Telco Marketing Boss, Footy Fanatic & Future Pub Owner
- CMOs To Watch, Presented By Zenith: Peter Chapman On Driving Reflections Holidays’ Brand Transformation & Reimagining Camping
- CMOs To Watch, Presented By Zenith: Gardening & Dinner Parties, How Vinyl Group’s Alli Galloway Finds Peace Outside Of The Roaring Live Music Scene
- CMO’s To Watch, Presented By Zenith: The Little Joys Behind Michelle Rowling’s Thrilling Life At Luna Park
- CMOs To Watch, Presented By Zenith: Hawthorn FC’s Dan Hamer’s Next Big Partnership
- CMOs To Watch, Presented By Zenith: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
- CMOs To Watch, Presented By Zenith: Mountain Culture’s Out Of This World Bradley Firth
