Kathy Cavill has been announced as the replacement marketing director for Edith Bailey at Danone, effective immediately.
Bailey will be joining the A2 Milk Company as chief marketing officer, with the role effective from later in 2021.
Cavill has been at Danone for almost ten years, with her most recent role being sales director, while her prior roles cover the company’s paediatric portfolio and channel development. Prior to joining Danone, Caville spent 12 years with Johnson & Johnson where, upon leaving, she was marketing director in charge of the company’s $200 million baby and beauty franchise.
Kathy Cavill
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At the A2 Milk Company, the most recent person to hold the CMO role was Susan Massasso. Massasso left the A2 Milk Company in November 2019, only to rejoin the company in the newly created role of chief growth and brand officer in February 2020.
Massasso left the A2 Milk Company in April.
Bailey had been at Danone for 14 years, having joined in October 2007. She was responsible for leading the development of the overall portfolio strategy for Australia and New Zealand specialised nutrition.
Under Bailey’s leadership, White Grey was appointed as strategic and creative agency of record for Danone Nutricia’s healthy ageing portfolio, following a competitive pitch in May last year. Sydney-based social and digital agency, Two Palms Media, was also appointed by Danone to execute the creative strategy for its plant-based brands So Delicious Dairy Free and Alpro in June 2020.
In her role at the A2 Milk Company, Bailey will be responsible for managing the strategic and creative direction of the brand, developing integrated marketing programmes and leading consumer insights and product innovation.
Edith Bailey
David Bortolussi, managing director and chief executive officer at A2 Milk Company, said of Bailey’s appointment: “Edith is a very capable marketing executive with extensive industry experience and track record in driving growth through market leading brands, product innovation and digital marketing. Edith is also an excellent fit from a leadership and cultural perspective, and I look forward to her joining the Company.
“It is essential that we continue to invest in and strengthen the a2 brand to enable us to return to growth in our core business and to capture new opportunities through innovation and new product development.”
Until Bailey starts at the A2 Milk Company later this year, group head of marketing Janelle Tong will take on the role of interim chief marketing officer and will join the executive leadership team. Tong previously reported to Massasso.