News

Caroline Elton announced as new Heart Foundation CMO

The Heart Foundation has appointed Caroline Elton as new chief marketing officer, filling the role left vacant by Chris Taylor following his resignation in November.

Elton was previously reporting to Taylor within the Heart Foundation’s marketing department as director, campaigns and partnerships, and was promoted in May to lead the department following his departure.

Taylor was the Heart Foundation’s first CMO, being tasked with establishing a marketing, brand and digital strategy following nine separate entities coming together to form the Heart Foundation. He also established the marketing team.

Caroline Elton

Before joining the Heart Foundation in 2019, Caroline was the head of brand and marketing for community services organisation Uniting.

In her new role as CMO Elton’s focus will be to oversee the strategic direction of the brand, with a new focus on brand-building to accelerate growth and foster customer loyalty.

In March, Taylor was appointed as chief experience officer at Movember, his first permanent role after his three years at the Heart Foundation.

The Heart Foundation today launched its first campaign since Elton was promoted to the CMO role, ‘Saving Hearts’, via DDB’s healthcare specialist agency, DDB Remedy.

This is also the Heart Foundation’s first major campaign since August, when the yellow Wiggle, Geoff Page described his experience with heart disease in a video titled ‘Hand on Heart’.

Chris Taylor

Taylor’s three year tenure was highlighted by the award-winning ‘Serial Killer‘ campaign, helping the organisation gain recognition. The campaign ran across the covers of News Corp print titles, leveraging the nation’s true crime fascination, with heart disease being revealed to be the ‘criminal’ causing 51 deaths per day.

He also spearheaded the the more controversial ‘Heartless words‘ campaign, which was received negatively, and subsequently pulled after less than a week.

This article was updated with further details later provided by The Heart Foundation.

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