Greg A
Chief Marketing Officer
Greg is a super experienced and well renowned brand and marketing strategist with a zest for challengers.
Summary
With corporate and agency experience spanning more than two decades, Greg Abbey is a highly accomplished and commercially focused marketing professional. His forte is strategy development, behaviour change and program management, primarily in complex service industries.
Greg has held executive leadership roles at a retail bank, comparison business and super fund. Career highlights include the launch and repositioning of global, national and regional brands in Australia, New Zealand and Europe.
Based on creativity and effectiveness, Greg has won Effie, AdNews, AMI, Midas, AB+F, ADMA and Marketing Society awards and led the B&T Marketing Team of the Year.
As an AMI Fellow and Certified Practicing Marketer, Greg holds a Bachelor of Business – Marketing, together with a Diploma of Digital Marketing and Specialisation in Design Thinking and Innovation. He has proudly served on industry and not-for-profit committees and is an accredited AFL coach.
Experience
Steam Marketing
Customer Strategy Director (2014 - current)
Launched the boutique studio to capitalise on demand for customer strategy and marketing advisory services.
Developed and refined a robust toolkit for marketing planning, brand development and customer experience.
Led and managed major human-centred projects for Queensland Government – TMR, TransLink and DET.
Secured key clients including QSuper, Mater, Consumer, Suzuki, Compare the Market, HealthCert and E-Bisglobal.
Assumed the interim Chief Growth Officer role for Energy Super culminating in the merger with LGIAsuper.
Canstar Blue
Chief Executive Officer (2012 - 2014)
Delivered the brand strategy and online value proposition for Canstar and Canstar Blue as part of group executive role.
Crafted and rolled out the digital audit, plan and analytics – website, mobile, SEO, PPC, UX, affiliate, email, social.
Built the Canstar Blue ecommerce strategy and delivered website monetisation linked to conversion rate optimisation.
Developed strategic commercial partnerships with leading brands across both Australia and New Zealand.
Pioneered research and established a thought leadership position on the topic of endorsement marketing.
BOQ Group
General Manager, Brand and Marketing (2005 - 2012)
Led an inside out brand review resulting in the positioning of ‘Your own personal bank’ and brand transition to BOQ.
Delivered the multi-award winning brand relaunch based on a highly differentiated platform – local Owner-Managers.
Managed all customer communications and directed the CRM shift towards 1:1, data-driven and digital marketing.
Negotiated and leveraged major national AFL sponsorship partnerships – Brisbane Lions and Gold Coast Suns.
Ran BOQ’s community investment, including the flagship ‘Banking on our Kids’ (with >$1m donations since inception).
Key Skills
Campaign Strategy Brand Strategy Brand Audits Marketing Strategy Market ResearchQualifications
Specialisation in Design Thinking and Innovation (2016)
University of Virginia Darden Business School
Diploma of Digital Marketing (Distinction) (2013)
Chartered Institute of Marketing
Bachelor of Business - Marketing (Distinction) (1996)
Queensland University of Technology