World Vision Australia CMO to depart in the new year

December 9, 2024 10:06

World Vision Australia’s chief marketing officer, Louise Cummins, has made the “difficult decision” to leave the non-government organisation in the new year.

Cummins joined World Vision Australia nearly three years ago, tasked with boosting the profile and impact of the humanitarian organisation.

During her tenure, she led a number of award-winning campaigns including ‘1000 Girls’ and The Wiggles’ ‘Around The World’ campaign, she launched a new digital ecosystem, and she said brand awareness and trust scores grew across all segments.

Citing a need to prioritise her family’s needs, she said it was time to “pass the baton”.

“During my tenure at World Vision, our focus on best practice marketing resulted in a decade-high in acquisitions and a 17-year high in retention rates,” she told Mumbrella.

“Despite challenges such as the cost-of-living crisis, we generated remarkable new momentum. I am extremely proud of the team for our achievements in improving the lives of vulnerable children worldwide.”

In a LinkedIn post on Monday morning, she thanked the World Vision team for the past three years.

“I’m so grateful to my incredible team in Australia and around the world, as well as our talented ambassadors and dedicated agency partners. Above all, I want to thank our generous donors, whose support makes World Vision’s work possible.”

Daniel Wordsworth, CEO of World Vision Australia, told Mumbrella he is grateful for Cummins’ “incredible” efforts at the humanitarian organisation.

“Louise’s passion and vision have made an indelible impact on World Vision’s mission. During her time in the role, World Vision has achieved increased brand awareness, an award-winning digital ecosystem and a 10-year high in child sponsorships,” he said.

“For now, Jordana Patterson, head of marketing strategy and operations will step into the role as acting chief marketing officer, as we assess the organisation’s needs.”

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.