Former IBM marketing director Mari Kauppinen has been appointed as the managing director of B2B growth marketing agency The Marketing Practice.
With clients that include the likes of Microsoft, Xerox, and Service Now, The Marketing Practice (TMP) runs global channel, demand generation, and account-based marketing programs.
In her new role, Kauppinen will lead the newly opened Sydney office to oversee local delivery of existing client programs, as well as planning for further people and client growth in Australia.
Her appointment comes highly recommended, following several years at IBM in roles leading demand generation, channel and account-based marketing across Australia and New Zealand.
She was responsible for setting up ABM for IBM in APAC, a program that delivered significant account growth and client value across IBM’s top accounts in Australia and Asia-Pacific.
“I’m joining TMP at an exciting time in its growth,” Kauppinen said in a statement. “The opportunity to build on a successful global foundation and client base using my knowledge of the local market is a perfect fit.
The company’s established teams in the United Kingdom, United States, and Germany, she adds, will be a great basis to extend its global delivery model into Australia, as well as drive new programs and marketing outcomes for local technology organisations.
“I’ve spent my career focused on global marketing thinking that it also works in local markets,” Kauppinen said.
“I understand the need to balance global scale and messaging with local nuances, and look forward to working with clients to help them succeed in this area.”
As well as client-side roles at IBM, Kauppinen has worked as advisory board member at iMedia and ADMA, and is a keen influencer and mentor in the marketing community.
She has acted as judge for B&T, AMI and Mumbrella’s Marketing Awards, presented as keynote speaker and panellist at various industry events, mentored future marketing leaders at The Marketing Academy and currently mentors at the Sydney University Marketing Graduate School.
“Mari is everything we hoped for in a leader and more,” TMP’s chief innovation officer Paul Everett said.
“Her experience working with leading IT organisations, coupled with the successful planning and implementation of ABM, channel and demand-generation programmes represent exactly what we want to offer to our clients.
“Mari has an exceptional track record of delivering marketing excellence. I know our clients and teams will be led superbly by her.”
In conjunction with developing the Australia office plans, Kauppinen will also support development of an APAC partner strategy to enable on-the-ground program delivery with preferred marketing agency partners across the region.