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How do the leaders of APAC brands use purpose-driven storytelling to bring their big ideas to life, achieve communications goals, drive better business outcomes, and live out a purpose beyond profit? The CMO Show is an award-winning marketing podcast, brought to you by ImpactInstitute, in partnership with Adobe. Each episode features industry insights from a marketing or business leader on strategy, creativity, measurement, evaluation, and more. *ANZ Winner - 2020 CMS Asia Award for 'Best Use of Audio Content' *National Winner - 2019 Australian Marketing Institute Award for 'Marketing Excellence in Content Marketing' *National Winner - 2019 Mumbrella NeXt Award for 'Content Marketer' (Executive Producer Charlotte Goodwin) *National Finalist - 2019 Australian Podcast Awards Founded in 2015, The CMO Show podcast is hosted by chief storyteller, speaker and author, Mark Jones. Mark is the Chief Storyteller at ImpactInstitute, and has more than 20 years' experience in professional storytelling as a journalist, editor, publisher and speaker, working with iconic brands including Coca-Cola, Microsoft, Google, Telstra, Adobe and Fairfax. ImpactInstitute is an impact advisory firm offering offer purpose-driven advisory, storytelling and events services to help commercial and social sector organisations across Australia create measurable impact with stories that matter.

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Check latest episodes from The CMO Show podcast

How this global company's first CMO made marketing everyone's business

2026/01/22

What would you do if you walked into a fast‑growing global company as its first ever CMO with no marketing playbook and no inherited systems? That was the challenge and opportunity facing David Levingston, Global Chief Marketing Officer at Aero Healthcare. In this episode of The CMO Show, David shares what it takes to build a marketing function from scratch that is treated not as a bolt-on, but as the connective force across product, data, brand and customer experience. The conversation explores sequencing intuition behind data and facts in the planning stages, looking for clarity before creativity and rethinking approaches to named vs generic brand strategy. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

The 12 Trends of Christmas: Marketing in an age of acceleration

2025/12/11

2025 has been a year of extraordinary change for marketers. From AI-driven workflows to the resurgence of authentic storytelling, the pace of transformation is rewriting the rules of engagement. In this special festive wrap-up edition of The CMO Show, host Mark Jones counts down the 12 trends shaping marketing leadership as we head into 2026. Join us for a masterclass in clarity, creativity and context as we explore what it means to lead in an era of acceleration. From personalisation at scale to ethics as a non-negotiable, these insights will help you navigate the next wave of marketing innovation with confidence. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Then, Now and Next

2025/11/27

Ten years ago, The CMO Show launched as a bold experiment in marketing storytelling. Back then, podcasts were niche, TikTok didn't exist, and AI was just a whisper. Fast forward to today, and the show has become a trusted industry platform, marking a decade of insights, evolution, and candid conversations. In this special live-recorded anniversary episode, host Mark Jones is joined by Michelle Rowling, Head of Sales and Marketing at Luna Park Sydney, Louise Cummins, Co-Founder, Australian Centre for AI in Marketing, and Amy James, Senior Product Marketing Manager at Adobe to celebrate a decade of insights and explore what's next for CMOs. From the print-first days of 2015 to the AI-powered present, this conversation dives into the big shifts shaping marketing. Hear from three marketing leaders as they share defining career moments, COVID-era resilience, and bold predictions for the future. If you've ever wondered how to stay relevant when the chessboard gets thrown in the air, this is your playbook. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

The high-vis mental health shift with Ed Ross

2025/11/13

Content warning: we touch on some sensitive topics in this episode that could be triggering for some listeners. The trades sector is the backbone of Australia's infrastructure, but it's also a community grappling with mental health challenges. TradeMutt is flipping the script on workwear and wellbeing...one shirt at a time.  In this episode of The CMO Show, Ed Ross, co-founder and director of TradeMutt, joins host Mark Jones to unpack how bold branding, lived experience, and purpose-led storytelling are transforming mental health conversations in blue-collar Australia.  Join us for a masterclass in grassroots brand building, emotional resonance, and community-first strategy. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

The $28B industry pivot with Elizabeth Anderson-Funnell

2025/10/30

The fashion and textile sector is huge: $28 billion to the economy, 1.5% of GDP, and nearly half a million jobs. It exports more than wine and beer combined and drives women's workforce participation, with 77% of roles held by women. Elizabeth Anderson-Funnell, Head of Communications and Advocacy at the Australian Fashion Council (AFC), joins host Mark Jones to unpack how strategic storytelling and advocacy are shaping the future of this industry, and what marketers can learn from some big changes. Elizabeth reveals how the AFC is uniting a fragmented ecosystem of designers, manufacturers, retailers and farmers under one voice. She shares the Council's move to reclaim Australian Fashion Week, transforming it into an industry-led, globally visible platform, and why sustainability and circularity are now non-negotiable. From textile recycling and fast fashion to the emotional triggers behind buying behaviour, Elizabeth introduces a fresh lens for building trust in communications. For marketers and brand leaders, this episode offers insights into how aligning brand, policy and purpose can create cultural relevance, economic impact and systemic change, going beyond style and into transformative strategy. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

How MyFitnessPal built a 250M customer base

2025/10/16

In this episode of The CMO Show, Marnie Boyer, Chief Marketing Officer at MyFitnessPal, joins host Mark Jones to explore how the original fitness tracking app has stayed relevant for over two decades. With more than 250 million users across 120 countries, MyFitnessPal is a case study in customer-centric innovation. Marnie shares how the brand has evolved from a wedding diet tool to a trusted wellness companion, powered by community, data, and a deep understanding of user needs. She unpacks how MyFitnessPal uses AI to personalise experiences, bust misinformation, and scale content across cultures. From leveraging micro-influencers to building trust in an era of information overload, Marnie offers a masterclass in modern marketing leadership. Tune in for a conversation on how to lead with empathy, adapt with curiosity, and build a brand that people rely on. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

LinkedIn on trust, tactics and the big B2B shift

2025/10/02

In a world of AI acceleration, content saturation, and risk aversion, how do marketers cut through the noise and build meaningful connections? In this episode of The CMO Show, Brendan Wong, News Editor at LinkedIn Australia, joins Mark Jones to explore how trust, authenticity, and peer networks are reshaping the B2B marketing landscape. Drawing on LinkedIn's latest research, Brendan reveals how decision-makers are increasingly relying on personal networks to validate brands, and why storytelling, not polish, is the key to influence. From the rise of community-driven content to the pressure of AI upskilling, Brendan shares insights into how leaders can show up online with purpose, build their personal brand, and foster genuine engagement. Whether you're a CMO, job seeker, or content creator, this episode offers a roadmap for navigating change with confidence. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Marketing experts on navigating the Polycrisis era

2025/09/19

Politics and business are no longer separate worlds. For senior marketing leaders, the challenge is clear: how do you build authentic, trusted brands when disruption is constant and customer expectations are shifting? In this episode of The CMO Show, Josh Faulks CEO at Australian Association of National Advertisers and Emma Webster, Director at Hawker Britton join host Mark Jones live from stage at the iMedia Summit. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Snapchat on Gen Z's marketing revolution

2025/09/05

Gen Z is changing how we communicate. But they're also redefining how culture is created, shared, and remixed – and brands aren't keeping up. In this episode of The CMO Show, Ryan Ferguson, Snap Inc. ANZ Managing Director and Eugene Healey, Brand Strategist explore how closed networks, social media, and creator-led storytelling are reshaping the foundations of modern marketing. For brands, the shift from public platforms to private, peer-to-peer spaces is more than a media challenge - it's a mindset shift. In a world where attention is earned, not bought, marketers must learn to integrate into communities, both without interrupting but accepting of their own brand disruption. Ryan and Eugene unpack the paradox of authenticity, the rise of remix culture, and why tone of voice without strategy is just cosplay. They reveal how creators are becoming cultural translators, how brands can test and scale messaging in real time, and why the future belongs to those who embrace play, not perfection. Tune in for a sharp, strategic look at how Gen Z's digital fluency is transforming brand strategy, from top-down campaigns to bottom-up co-creation. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

IBM's Billy Seabrook on unlocking billions in productivity

2025/08/22

IBM saved $3.5 billion in just two years by applying its own AI technologies internally. But according to Billy Seabrook, Global Chief Design Officer at IBM Consulting, the real breakthrough wasn't technological, it was philosophical. In this episode of The CMO Show, Billy shared how IBM became its own "client zero," using AI to reimagine how work gets done from HR chatbots to dynamic content creation. The deeper challenge, according to Billy, is designing systems that serve not just efficiency, but humanity. As AI reshapes creative roles, customer experience, and organisational culture, marketers must learn to design for intelligent agents and govern the machines they now collaborate with. Tune in for a global perspective on the breakdown of traditional specialist roles, rise of the creative generalist, and the growth of democratised content creation. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

The content crisis with Debra Taylor

2025/08/06

Years of unchecked content creation have left organisations with bloated, conflicting, and often unreadable digital assets. In this episode of The CMO Show, Debra Taylor, Partner at Deloitte and former journalist, unpacks the content crisis. In a world where AI agents are becoming the primary interface for customer interaction, bad content isn't just inefficient, it's a strategic risk. At the heart of this conversation is a crisis many brands are only beginning to confront. Bridging storytelling and systems thinking, Debra reveals how organisations still have a chance to reclaim control of their digital ecosystems. From tackling content overload to preparing for agentic AI, Debra shares practical insights on how brands can become authoritative sources of truth. She unpacks the critical role of governance, the risks of misinformation, and why marketers must start curating content not just for people, but for machines. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Sofia Lloyd-Jones on UNSW's 10 year strategy

2025/07/24

What does it take to lead marketing through one of the most turbulent periods higher education has ever faced? Sofia Lloyd-Jones, Chief Marketing Officer at UNSW Sydney, is leading one of Australia's top universities in reimagining marketing from the outside in. Ongoing impacts of the recent pandemic, shifting government policies, tight budgets and the rise of AI are ubiquitous challenges for universities globally. For UNSW, the answer has been an epic, purpose-driven transformation. Serving a global audience, a thriving academic community, 80,000 students and a team of nearly 200 staff, Sofia shares the insider view on how the CMO role has evolved well beyond campaigns and content. This conversation gets to the heart of modern marketing leadership. Find out how purpose-driven strategy is driving real growth - and measurable impact. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Storytelling and simplicity with Bridget Esposito

2025/07/10

When you're heading up brand and creative for a global financial services powerhouse, complexity is part of the job. But what happens when you choose to meet that complexity with clarity and a human-first mindset? In this episode of The CMO Show, Bridget Esposito, VP and Head of Creative & Brand at Prudential, shares how she's helping a 150-year-old company stay relevant in a fast-moving, tech-driven world. Her approach is grounded in storytelling and simplicity. But it's not just about the message, it's about the mechanics. Bridget's leadership style is all about thinking like a conductor, bringing together people, platforms and processes to create harmony across the business. Whether it's aligning cross-functional teams, engaging senior stakeholders or integrating new technologies, her focus is on unifying everyone around a shared goal. Tune in to hear how Bridget navigates the challenges of scale, legacy and transformation and why embracing risk and building strong relationships are essential to modern marketing. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

The power of cut-through: how Bronwen Clark made the NGAA impossible to ignore

2025/06/26

In a world full of noise, how do you make your message stand out — especially when you're a small team with a big mission? Bronwen Clark, CEO of the National Growth Areas Alliance, joins The CMO Show to share how her organisation achieved national cut-through by reframing the conversation around Australia's fastest-growing — and most overlooked — communities. From strategic messaging to earned media, Bronwen reveals how NGAA turned a complex policy issue into a compelling national story that reached politicians, journalists and voters alike. This is a masterclass in clarity, timing and knowing exactly who you need to influence. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Reinventing Banking with Ravi Santhanam

2025/06/12

What does it take to transform a bank into a benchmark for digital innovation? Ravi Santhanam, CMO and Head of Direct to Consumer Business at HDFC Bank, shares how India's largest private sector bank is redefining customer experience through technology, data, and bold leadership. In this episode of The CMO Show, Ravi reveals how HDFC Bank is leveraging India's unique digital infrastructure to deliver hyper-personalised services, disburse loans in seconds, and empower both customers and employees. From MarTech to AI, Ravi's story is a masterclass in how marketing can drive measurable impact, fulfil demand, and lead change across an entire organisation. The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

Podcast reviews

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4 out of 5

3 reviews

★★★★★

Autumn Shultz 2018/08/31

Love it!

This show is absolute gold. I've loved every episode so far, and I can't wait to see where it goes in the future. I would 100% recommend this to anyon...

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