MEET: Mitchell Mackey - Head of Marketing - Ansell

MEET: Mitchell Mackey, Head of Marketing - Ansell

PRESENTATION TITLE:

How to use DATA to generate qualified leads, build sales forecasts and drive revenue at Ansell

PRESENTATION SUMMARY:

Ansell is embarking on an integrated, data-driven transformation of its marketing capabilities. The company's Marketing Director Mitchell Mackey will provide a snapshot of the progress so far and the roadmap ahead:

Aligning Marketing with Sales and IT
- Sharing a common view of the customer, business goals and metrics across business units
- Delivering compelling brand experiences which are personalised around needs, roles, interest levels and buying stages
- Building an integrated lead management process supported by a synchronised marketing and sales automation environment
- Developing metrics the prove marketing's value and measure brand health
- Identifying and addressing the change management, organisational and resource issues which inhibit progress

SHORT BIO:

A strategic marketing executive, who has worked in Australia, Asia and Europe, Mitchell Mackey is the APAC Head of Marketing for Ansell's Industrial business unit.
In an era of rapid product and service commoditisation, Mitchell is convinced that the customer experience matters now more than ever and is a key driver of competitive advantage.

Mitchell sees senior marketing roles evolving rapidly as they become less about conventional marketing and more about customer focused corporate strategy and leadership. Critically, marketing needs to align and integrate with both Sales and IT and earn a C-Level seat at the revenue table. Prior to joining Ansell Healthcare, Mitchell enjoyed nine years with Mercedes-Benz in global, regional and national marketing roles.

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  • Serena

    It is so professional and useful.

    May 29, 2012

  • Diana N.

    It is really good. Very informative and speaker really shared his knowledge very sincerely. Been to a few but this is the Best meet up so far.

    May 29, 2012

  • Greg B.

    Very informative and insightful into how change is possible in large corporate companies. I would have liked to know if Mitchell wasn't Head of Marketing, but someone lower in the marketing chain, how would he be able to influence change to the same extent? This, I believe is a very common problem in large corporates, as the younger and less senior people have the vision for change but upper-management is too stuck in their ways to listen.

    May 29, 2012

  • Felipe R.

    Very good presentation, being a more "hands on" professional it was very insightful to hear about a purely marketing motivated transition.

    May 29, 2012

  • Elizabeth W.

    The talk was really interesting. I love that it was a case study and not simply a techy details talk. I think it's great to hear about what other businesses are doing and it broadens my perspective which is great. However I guess I have seen a bit of web analytics before and I was hoping to see other data mining applications or something a bit different. It seems they are in the process of collecting data and could do a lot with it in future so that would have been interesting to discuss, even if it's not something they're currently doing.

    May 29, 2012

  • Graham P.

    great discussion; good questions; good topic; nice stats.
    Good job Mitchell and Datari/Will

    May 29, 2012

  • Vlad M.

    Mitchell is a smart practitioner thanks for getting him to present Will. Look forward to more of your events

    May 29, 2012

  • Srinath P.

    It was a very good presentation, I enjoyed knowing the challenges, how they solved them, and the road ahead. Educative.

    May 29, 2012

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