Mark Buckman moves from CommBank to Telstra
In one of the the biggest marketing personnel moves of the year, Mark Buckman, chief marketing officer of Commonwealth Bank of Australia, is to head Telstra’s marketing.
The shakeup also sees Telstra’s chief marketing office relabelled Telstra Innovation, Products and Marketing. Kate McKenzie, whose new title is Group MD – Telstra Innovation, Products and Marketing, said:
“Mark is moving to Telstra after five years at the Commonwealth Bank of Australia, where as chief marketing officer he reinvigorated the bank’s brand, transformed its marketing, helped revamped the online channels and strengthened the bank’s focus on customer service.”
“Mark joins Telstra with a track record of achieving outstanding business results and helping to drive the CBA’s focus on improved customer service – two strengths that will be highly valued at Telstra, and by our customers and shareholders as we become a true sales and marketing company that is faster to market and more focused on our customers.
I’m running a book on how many times ‘edited by mumbrella for legal reasons’ appears on this topic.
My guess (not including the above) is six.
I just love the way the headhunter is quoted.
Talk about self-interest.
Buckman may or may not prove to be a great marketer, but one shouldn’t look to his work at CommBank as proof of either.
CommBank is a virtual monopoly and enjoyed the benefits the other big 3 enjoyed during the GFC. Kevin Rudd virtually assured them their fortunes with the $1m bank guarantee.
Telstra is another virtual monopoly. Like many I’m a long-suffering Telstra customer. If there was a competitor with Telstra’s mobile coverage I would’ve switched long ago. Unfortunately, there isn’t.
Time will tell if Mr.Buckman justifies the headhunter’s finders fees, but I think he’ll need to display his skills in a more competitive environment before we really know.
But full marks to Mr. Hourigan for congratulating himself so early in the process.
Mark Collis’ comment about women had me ready to unbundle every one of my intricate Telstra plans and walk. It was top of my New Year’s plans.
I am a fan of Buckman. I will sit and wait.
But if Collis stays I’m out.
time will tell – I’m with you. I love the fact that Mr 20% gets his bit in the press release.
“Kate McKenzie has a coup here”. How’s the humour. Because he’s really going to say…”we struggled with this one and to be honest, Buckman is the tallest dwarf from the shortlist and I’m just relieved to get my commission”
Well yes Hourigan maybe could have chosen his words better but Buckman is extremely impressive.
Good luck to Mark on his new role!
I love the description by one of the commenters of of CommBank being a ‘virtual monopoly’ which ‘enjoyed the benefits the other big 3 enjoyed during the GFC’. Last time I looked through the OED that was called an ‘oligopoly’.
Good luck Mark in shaking up Telstra – good product, pricing that can be sharpened, but customer service … EEEK!
A well deserved elevation for one of this country’s bravest and most visionary marketers – the critics (mostly anonymous!) sharpened their knives when the ‘Determined to Be Different’ campaign launched on Australia Day 2005.
Little did they realise that it was only the tip of the iceberg in helping to transform the CBA brand. The indicators of success are now plentiful and Ralph’s handsome ‘package’ publicly confirms it! Now it’s timely that Mark moves on to his next big challenge, joining like-minded peers.
Oops, you’re quite correct Tim B – it was actually Australia Day 2008 (not 2005).
Congratulations mark on the new role. And well done anthony on a great placement for a business that feels like its on the cusp of significant transformation.
Comment removed by Mumbrella
Dealing with Telstra over the phone is responsible for more people considering self harm than any single mental illness in this nation.
what’s with the obsequious remark that the CBA brand has been transformed?!
the average Australian would say yes, it’s gone from sayo dipped in vegemite to bizarre mad max koalas to self-congratulatory art-house short films
moreover, they’d note that the biggest change to CBA has been the fact that so many execs are now paid ridiculous sums of money, including the CEO at $16m and for god’s sake the head of HR at $4m
at least Mark Buckman handles his own PR better than Ralph does
I’m closing this comment thread for legal reasons.
Cheers,
Tim – Mumbrella