F.Y.I.

ADMA names new advisory committee members

October 2, 2025 1:41

ADMA has added more members to its advisory committee.

The announcement:

The Association for Data-Driven Marketing and Advertising (ADMA) has completed its refreshed Advisory Committee, adding three more senior
marketers: Lucinda Barlow (Senior Director, Head of International Marketing – APAC, EMEA, Latin America, Uber), Michelle Klein (Chief Growth and Marketing Officer, Westpac) and Joanne Smith (Chief Brand, Innovation and Communications Officer, Blackmores Group).

Collectively, they bring deep expertise in global marketing leadership, digital transformation, AI and emerging technologies and the development of high-performing teams that deliver growth across regions and industries. Their perspectives will help ADMA anticipate market shifts and
guide the profession through complex change.

These appointments further strengthen an already diverse line-up of leaders shaping ADMA’s strategy to drive innovation, build industry capability, set standards for responsible marketing and reimagine the industry’s future through data-driven transformation.

This announcement follows earlier confirmations of David Morgan as Chair, Steve Brennen as Deputy Chair and futurist Tom Goodwin, ADMA’s first internationally based Advisory Committee member, alongside senior leaders from MECCA, Woolworths Group, Optus, NAB and Deloitte.

Chair of the Advisory Committee, David Morgan, said: Lucinda, Michelle and Joanne bring deep experience from the highest levels of global and well-respected organisations, where they have shaped brands, driven transformation and built capabilities that set benchmarks for the industry.

“Their combined expertise will be invaluable as ADMA sharpens its agenda to equip marketers with the skills, strategies and ethical frameworks needed to succeed in an era of rapid change.”

ADMA CEO Andrea Martens said: “The calibre of these appointments reflects the importance of ADMA’s role in guiding the industry. Lucinda, Michelle and Joanne have led at some of the world’s most dynamic organisations and their voices will be critical as we prepare marketers for
the complexity and opportunities of an AI-driven, customer-first world.

“They complete a formidable Advisory Committee lineup and we look forward to working closely with them to ensure ADMA continues to shape the future of marketing with responsibility, innovation and impact.”

Together with leading CMOs and specialists in behavioural research, privacy and data ethics and digital performance, the expanded Committee offers a balanced and expert perspective on the issues that will define marketing’s next era.

The advisory committee comprises:

● David Morgan, Principal, MacMORGAN (Chair)
● David Phillips, Partner, Deloitte Digital
● Emma Jensen, Vice President, Small Business, Optus
● Joanne Smith, Chief Brand, Innovation and Communications Officer,
Blackmores Group
● Kate Blythe, Chief Marketing Officer, MECCA
● Lucinda Barlow, Senior Director, Head of International Marketing (APAC,
EMEA, Latin America), Uber
● Michael Laxton, Interim Chief Marketing Officer, Woolworths Group
● Michelle Klein, Chief Growth and Marketing Officer, Westpac
● Naomi Shepherd, Group Industry Director, Meta (sitting board member)
● Natalie Lockwood, Chief Marketing Officer, NAB
● Paul Hewett, Chief Executive Officer, In Marketing We Trust
● Peter Leonard, Principal and Director, Data Synergies
● Sonny Sethi, Senior Director Marketing Research, Zip Co
● Steve Brennen, Co-founder and CEO, Archie (Deputy Chair)
● Tom Goodwin, Co-Founder, ALL WE HAVE IS NOW

New Advisory Committee Member Bios
● Lucinda Barlow – Senior Director, Head of International Marketing (APAC, EMEA, Latin America) at Uber: Lucinda is a global marketing leader with extensive experience at the intersection of media, technology and culture. She leads Uber and Uber Eats’ marketing across 60 markets, driving brand-led growth while building world-class marketing and AI capabilities. As executive sponsor of Uber’s Global Marketing AI Steerco, she is recognised for her ability to set global strategies with deep local relevance, inspire teams through change and deliver impact at scale.

● Michelle Klein – Chief Growth and Marketing Officer at Westpac: Michelle is a global business leader with 25 years’ experience across five continents and industries spanning technology, financial services, CPG, travel, and publishing. She spent the last decade at Meta in Silicon Valley, as VP of Global Business and Product Marketing, driving strategy for how the company connected businesses, communities, and creators. She also championed innovation AI and oversaw $200M in COVID-19 relief grants to small businesses. Most recently, she was the Chief Customer & Marketing Officer at IAG, where she led the repositioning of NRMA Insurance to A Help Company. She joined Westpac in September to create exceptional experiences, deliver enterprise-wide growth, strengthen the brands, and deliver outcomes that are both meaningful and measurable. Michelle was recognised by Mi-3 as the #5 CMO in Australia earlier this year.

● Joanne Smith – Chief Brand, Innovation and Communications Officer at Blackmores Group: Joanne has more than 25 years of global marketing and commercial leadership experience with Unilever, Johnson & Johnson, DuluxGroup and Blackmores. She has led teams across ANZ, Asia and North America, delivering growth through brand and business development, innovation and organisational transformation. Recognised as AMI’s CMO of the Year in 2024 and one of Mi-3’s Top 10 CMOs in 2025, Joanne is widely respected for driving profitable growth, strategy,
innovation leadership, and cultivating and leading high-performance teams.

The new appointments are effective immediately, with initial terms lasting three years.