Telstra has hired The Leading Edge Global CEO Andy Bateman as director of segment marketing, AdNews has learnt.
It's a newly created role and Bateman will report into Telstra CMO Mark Buckman.
Bateman joins a roster of big hitters at the telco that includes AANA chairman Inese Kingsmill, CRM and loyalty honcho Nick Adams, research and analytics chief Liz Moore and enterprise marketing head Christian Tuerk. Tuerk will apparently report to Bateman.
Bateman has international experience across advertising, branding and strategy under his belt. He joined TLE three years ago tasked with expanding the agency internationally, including the establishment of a New York office.
Prior to TLE, he served as Interbrand's chief executive in New York. He has worked with clients including Intel, Microsoft, Thomson Reuters, UBS, Dell, Xerox, Barclays and Mars. He's also worked for McCann.
Updated. Telstra has confirmed the move. Release posted below.
10 October 2013 – Telstra today announced the appointment of Andy Bateman as Director, Segment
Marketing, responsible for all customer segment marketing programs.
Andy joins Telstra from The Leading Edge where he has been CEO for the past three years. In this role,
he led a global team of world-class research, strategy and marketing professionals. Prior to this, Andy led
the New York office of Interbrand.
Telstra Chief Marketing Officer, Mark Buckman, said Andy would bring a unique perspective and insights
to the team and he was delighted Andy had decided to join Telstra in this newly created role.
“It is terrific to attract someone of Andy's caliber and experience to the Telstra Marketing team,” Mark
said. “Andy is well known to Telstra in his current capacity as CEO of The Leading Edge and has been
instrumental in developing Telstra's brand strategy, and new purpose and values.
“Andy has vast experience in marketing, branding, advertising and research, and will add a great deal of
bench strength to our team,” he said.
Andy will be accountable for Marketing across all customer segments including Business, Enterprise and
Government as well as Telstra Consumer and Small Business Marketing which was led by Maryanne
Tsiatsias until her recent appointment to lead the Telstra Store network.
Andy has spent the past 25 years understanding, building and re-building brands to face ever-changing
customer needs and environments around the world. He said he was looking forward to bringing his
experience to Telstra at such an exciting time in the company’s evolution.
“The momentum in the business that I've seen firsthand is incredible,” Andy said. "The focus that Mark
and the team have brought to improve customer advocacy, build new capability in data sciences, drive
more effective marketing and create richer digital experiences is world class.
“For a long time, my passion has been for the technology market with clients such as Microsoft, Intel,
Adobe and AT&T. It is such a dynamic and influential area, essentially changing the way we all live and
work.
“As a marketer, it just doesn't get any better than to work in such a rapidly changing environment. I have
worked closely with Telstra at The Leading Edge and it is really great to be joining such a talented team in
Telstra’s Chief Marketing Office,” he said.
Andy joins Telstra on 1 November 2013 and will report to Chief Marketing Officer, Mark Buckman.
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