Foxtel on the hunt for another top marketer as John Casey departs

Foxtel group director of marketing, John Casey, has left the business, with Arianna Saita to step into the role in the interim while a new director is found.

Casey has been with the subscription-TV company for less than three months and is leaving for personal reasons. Saita joined Foxtel earlier this year from Sky Germany.

Saita was senior vice president of marketing at Sky Germany

Casey joined Foxtel from V8 Supercars, where he was in a similar role. Prior to that he worked at both Vodafone and the NBN.

The group director of marketing role reports in to Foxtel’s chief sales and marketing officer Kieren Cooney, who joined the company from REA Group in October 2018. Cooney replaced Andy Lark who had joined the company as CMO in January.

Saita, who was previously senior vice president of marketing for Sky Germany, and head of brand marketing at Sky Italia before that, has been working with Foxtel’s sales and marketing team on a series of strategic projects to strengthen the overall brand.

Cooney said Casey’s departure wasn’t an easy decision.

“John has made a significant contribution at Foxtel during the time he has been here. We’re sorry to see him go but we understand the difficult decision he has made and thank him for all of his effort,” said Cooney.

He also welcomed Saita to the expanded role.

“We’re incredibly very fortunate to have Arianna working with us at Foxtel. She is a senior marketing executive with significant international experience and are thrilled to appoint her to this interim position. Arianna has already made a huge difference at Foxtel with her extensive experience in media and entertainment.”

Foxtel has struggled with its marketing department, with general manager of advertising sales and brand partnerships Andrew Mulready leaving in March, and Adam Ballesty, head of sport marketing, also leaving earlier this year.

The changes come after Foxtel CEO Peter Tonagh departed at the beginning of 2018 to be replaced by Fox Sports’ Patrick Delany. The leadership consolidation was in line with the merger between Foxtel and Fox Sports.

Since then, Foxtel and sales house MCN have undergone significant restructuring, as MCN recovered from the split with Ten, and Foxtel parent company News Corp injected cash into the business to keep it financially viable.

There’s been discussions about the future of the business, with subscription fees flagged to potentially increase and sports costs to be cut, while sports streaming platform Kayo has shown some early success for the business. The business is reportedly looking to replicate the platform’s success with other content, including rumours of a lifestyle streaming platform.

Earlier this week, ABC flagged it was considering ending a $4m retransmission deal with Foxtel, in response to funding cuts from the government.


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