Arnott’s sees double digit growth after private equity ownership and marketing overhaul; CMO Jenni Dill on bucking downturn, linking brand to P&L and landing a ‘Fellowship' spot with elite Marketing Academy-McKinsey CMO program

Three years ago Jenni Dill put a multiyear strategy plan to Arnott’s to management and board. The former McDonald’s CMO had been in the CMO gig at Arnott’s for 13 days. But Dill had just completed The Marketing Academy’s Fellowship course, which she says provided the clarity and confidence to speak business, not marketing – and to deliver a growth agenda at pace. It’s paying off. Despite the biggest spending squeeze in a generation, Arnott’s brands are powering. Tim Tams, Shapes and Vita-Weats sales are up double digits as Australians cut out restaurants but keep buying branded snacks and staples, resisting the siren call of supermarket’s own brands. Dill puts it down to brand re-investment after a decade of underspend, enabling her to link marketing spend directly to the P&L. She was also one of the first Australians to complete The Marketing Academy Fellowship program run by McKinsey that is launching in APAC this year for 20 elite CMOs - 10 Australian marketers could land in that group who want to be the next CFO, CEO or board member. Dill, along with Lisa Gilbert, CMO of the $20bn IBM managed services spinout Kyndryl, unpack what’s required and what the best of the best – today’s ‘super CMOs’ – will get in return.