World Vision CMO Teresa Sperti steps down
The chief marketing officer of charity organisation World Vision, Teresa Sperti, is stepping down after two years.
Sperti said she is ready for a change and is considering her next move.
Sperti will do consultancy work as she works out what she wants to do next
Sperti was appointed as the not-for-profit’s first ever CMO in May 2017, coming across from Officeworks where she was the brand’s CRM and digital leader.
Sperti was charged with transforming World Vision and giving the organisation a more digital focus – including the marketing function and the donor experience.
In August 2017, under Sperti and CEO Claire Rogers, World Vision replaced Vizeum with Havas Media as part of the shift to digital.
“Our marketing approach and media has been leveraging traditional channels such as TV and direct mail,” Sperti told Mumbrella at the time.
“We are now going to focus on digital from an acquisition approach. I am very, very new to the role but we needed to get things in place. We were looking for an agency who were digital natives first and foremost, but were also big through the line. We wanted to be more adaptive and flexible, testing and learning.”
Sperti said the transformation had been “fast and furious”, and now she needed some time.
“After a two-year stint leading transformation change at World Vision across marketing, data and product, I have decided I am ready for a change,” she said.
“My time at World Vision has been one of great growth, challenge and has been incredibly rewarding. It has been a very fast and furious two years leading transformation efforts and one which I have thoroughly enjoyed. I wish the organisation the very best of luck for the future.”
Zane Kuramoto will step up to be acting CMO of World Vision
Sperti’s next long-term move is not yet clear.
“I am currently weighing up a few different avenues. Once I wrap up with World Vision I am planning to take some time off to consider my next move and during this period I will be undertaking consultancy and advisory work,” she added.
Rogers, CEO of World Vision Australia, noted how much World Vision had evolved under Sperti.
“Teresa joined World Vision at a time when there was a need to transform our marketing and product function and donor experiences and in just two years drove rapid change across the organisation,” she said.
“In just two years at World Vision Australia Teresa successfully transformed our marketing, brand, product and data strategy and approach to achieve greater impact in an increasingly competitive environment.”
Zane Kuramoto will be acting chief marketing, data and product officer as the organisation looks to recruit a long-term replacement.
Teresa was appointed CMO of World Vision in May 2017.
She immediately set about her agenda of digital transformation and a move away from World Vision’s traditional channels of television and direct mail.
World Vision sponsorship revenue during her tenure:
FY16 – $172.3M (Pre-Teresa)
FY17 – $156.8M
FY18 – $137.5M
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As a World Vision alumni, I had the pleasure of working with Teresa Sperti. She had a lot of experience and passion and was the type of person that wanted to take charge in making a difference, but [edited under Mumbrella community guidelines]
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