our team

Principal Gabrielle Aitken has extensive IT marketing experience, having worked for big brand organisations including IBM and NCR and growing companies including Distra and i2 Technologies in her 15 year marketing career. Her specialty is developing innovative marketing strategies and programs to drive tangible business outcomes and help prepare organisations for acquisition or IPO.

Gabrielle has worked in senior marketing management and leadership roles at the global, Asia Pacific and Australia & New Zealand levels. She has extensive experience managing teams, agencies and budgets and has won many awards and accolades throughout her marketing career. Gabrielle’s experience encompasses all facets of marketing, from strategy and planning; channel marketing; branding; market analysis and segmentation; event management; digital marketing; direct marketing; and public and analyst relations. She has experience servicing market segments including financial services, professional services, wholesale, retail, consumer products, industrial, life sciences and small and medium business (SMB) with software, hardware, services and business/infrastructure solutions.

Case Study: Marketing to Support Acquisition for Payments Software Vendor Distra

Working 3 days a week over 18 months, Gabrielle ran payments software vendor Distra’s global marketing function to build brand value, drive revenue growth and help prepare the organisation for acquisition. She provided marketing strategy, branding, event management, digital marketing and public relations services and managed agencies and a junior marketing coordinator on behalf of Distra. Distra was acquired by ACI, the world’s largest payments software organisation, in September 2012 for US$50M.

"Over the last 18 months Gabrielle has worked for Distra three days a week as the global marketing manager, responsible for managing the marketing function. As an active member of the leadership team, Gabrielle developed and implemented targeted marketing programs to strengthen Distra’s brand presence in key markets, enhance relationships with clients and prospects and help grow the business for acquisition.” Mike Aston's, CEO, Distra

Packages

Strategic
Marketing Review

Over a 4 week period CMO on Demand will conduct a strategic review of your organisation’s marketing, taking into account your current and forecast market dynamics, your business growth objectives and your available marketing budget and resources. You will receive a marketing communications plan incorporating recommendations on how to maximize your marketing investment through targeted, high impact marketing programs tailored to your specific business requirements and resource constraints.

Marketing
Booster Package

The Marketing Booster Package incorporates a Strategic Marketing Review and the implementation of an intensive 2-quarter marketing booster program to bolster your business returns from marketing. As part of this package you will receive a marketing communications plan incorporating recommendations on how to maximize your marketing investment through targeted, high impact marketing programs tailored to your specific business requirements and resource constraints. Upon sign off of the marketing plan by your management team, CMO on Demand will work with your organisation 3 days a week for 6 months to implement the plan. The focus will be on driving measurable marketing results aligned with business objectives.

CMO
on Demand

The CMO on Demand package provides you with the flexibility to have your own highly experienced Chief Marketing Officer working for your organisation 1-3 days per week on an ongoing basis. This package is especially beneficial for organisations with an ongoing requirement to drive greater business returns from marketing without the expense of a full time senior marketing headcount.. Your Chief Marketing Officer can join your leadership team to ensure marketing is tightly aligned with the business, develop and implement innovative high-impact marketing programs and if relevant, provide strategic direction andongoing management of junior marketing resource and / or marketing agencies, freeing up senior management to focus on running the business. The minimum commitment for this service is 6 months, with stepped discounts available for 12 and 18-month contract periods.