About Mark Lollback

About Mark Lollback - CMO

Mark is a one of the leading Chief Marketing Officers & Senior Marketing Professionals in Australia with over 20 years of Global Blue Chip Marketing experience. He now runs a boutique executive Marketing consultancy (M.A.L.E. Pty Ltd) focusing on delivering World Class Marketing strategies & services to select Australian businesses.

Mark has held many senior Marketing Leadership roles across many categories, industries and countries. He has a consistent and proven long term track record of re-invigorating and turning around brands, portfolios and companies in a very constructive and collaborative way. Mark is described as being very strategic, creative, a team player, energetic, fun to work with and an intelligent Marketer and leader. He graduated with Merit (top 10%) with a BComm of Marketing from UNSW.

Mark is happily married to Alisa (Holistic Psychologist at www.liveconsciously.com.au) and they have 2 boys.

Some of Mark's key experiences, roles and results are summarised below.

Global CMO ANZ Banking Group

Top Line Summary:
- 32 Countries
- Brands ; ANZ, ANZ Private, ING, OnePath, National Bank NZ, Signature
- 500 Marketing staff in his Team
- Chair of ANZ Marketing Leadership Council

RESULTS:

Major transformation of whole Marketing function & helped break down silos within the bank. Lead development of new Global brand positioning and communication platform.

Redesigned the marketing structure and recruited new talent. Launched new world class marketing processes.

Established a new central Group Marketing team including Head of sponsorship.

Global CMO Pepsi Lipton International (New York)

Top Line Summary:

- 50 Countries (Global JV between Unilever and Pepsi)
- Member of Unilever Global Beverages Category Team
- Member of Lipton Global Brand Team
- 5 Marketing Directors, 250 Marketing staff
- Member of Management Committee PLI

RESULTS: Led Global insights program to reposition and relaunch Lipton Ice Tea across +30 countries. Developed full new 360’ ammunition to support the relaunch for all countries. Step change in innovation delivery. Major segmentation model built around 5Ws. CAGR of 30%pa for 3 years. Fastest growing non carb brand in Pepsi.

VP Marketing Unilever Foods Australasia

Top Line Summary:
- Australia and NZ
- Continental, Chicken Tonight, Cup a Soup, Pasta n Sauce, Lipton, Bushells, Lipton Ice Tea, Lanchoo,
- Chair of Unilever Australasia Marketing Leadership Council

RESULTS: Repositioning of Continental Master brand including restructure of marketing team and step change of innovation program. New segmentation model for portfolio. IMC program behind Cup A Soup. Lead pilot for new marketing strategy for Lipton hot tea and Flavoured teas - now used as Global best practice.

VP Marketing & Innovation Wall's Ice Cream (China)

RESULTS: Leader of project ICEBERG which was a comprehensive redesign and re-engineering of the whole business and marketing approach in China. The project was very successful and prevented the closure of the business.

Other Key Positions Mark has held:

Mark has also delivered brand growth, portfolio management, share gain and new marketing strategies in the following roles:

- General Manager Marketing Take Home Ice BEW - United Kingdom

- Group Brand Manager Streets Ice Cream and was responsible for the launch Magnum in Australia. The Australian launch was regarded by Unilever as one of the most successful Magnum launches in the world.

Testimonials:

1. "My job as a communication and brand strategist, working in partnership with global CMOs and other C-suite level leaders, is producing exceptional results and ROI through the alignment of compelling story propositions to appropriate audiences. Mark Lollback makes every story better, more compelling, and understands the importance of multi-platform communications and marketing, including advertising, public relations, branding, social media and reputation. What distinguishes Mark Lollback is his leadership and team building, in that he is able to create a vision, an opportunity for success, and within a very short period of time, produces a team that will go through walls to help him accomplish those goals. Many people carry the title of CMO, although few carry Mark Lollback's authority and authenticity of leadership and success."

Robbie Vorhaus - President Vorhaus Communications - New York

2. “Mark is the ultimate global marketing expert. He's a powerful and engaging marketeer, very able to manage and develop brands at a global level, but also conscious about relevant local application. He governs a brand for the long term, without losing sight of enabling short term sales and profit results. On top of that he's a fun person to work with and aware of the importance of work-life balance.”

Nico Hogeveen, Managing Director Latin America Pepsi-Lipton, PepsiCo.

3. “Mark is one of the most driven and passionate people I know - never a job too difficult or insurmountable. Mark also has an instinctive understanding of the key issue in any situation, and a natural knack for building strategically coherent arguments on how to work through them. Mark is also someone I totally trust and would unhesitatingly recommend him as a key asset for any company.”

Jason Green, VP Marketing and CMO, Pepsi-Lipton International

Mark was also a guest speaker at the 2010 Australian Institute of Marketing Awards in Melbourne. Click here to learn more

Charity of the month -

click here

bear cottage - fund raiser