Chief Marketing Officer of Deloitte Asia Pacific and Australia, Matt McGrath, has been promoted to the role of Global CMO, and will start in his new role on 1 September 2020, following the retirement of US-based incumbent, Diana O’Brien. McGrath joined Deloitte in May 2017 from Australian broadcaster Network Ten where he was Chief Brand Officer, following an advertising agency career serving as both CEO and Executive Creative Director of Y&R Brands of Australia and New Zealand.
Peter Forrester, Deloitte Australia’s Managing Partner Clients, Industries and Markets, said McGrath’s promotion was fantastic recognition of the quality of talent the Australian firm continues to produce.
“This is an incredible achievement for Matt and an acknowledgement of his world-class creative work,” he said. “Since he joined us, Matt has led the Australian marketing team to create award-winning work, successfully raised Deloitte’s brand profile in Australia and driven new business collaboratively across the Asia Pacific region. He was instrumental in developing our first global advertising campaign, Make Your Impact, in 2018, and has championed the value of one global Deloitte brand. We are delighted that Matt’s expertise and impact have been recognised at the highest levels in the firm and that he will continue to reinforce our reputation as a leader in world class creative brand and marketing campaigns.”
Matt will retain his role as Deloitte Asia Pacific CMO and remain based in Australia, leading a global network of increasingly connected marketing and business development professionals and aligning design, data, creativity and innovation with business strategies to accelerate Deloitte’s ability to solve its clients’ most complex issues. Matt will also lead the creative development of signature global marketing campaigns.
The firm has also promoted from within to fill the Australian CMO role, with Rochelle Tognetti, a 13-year veteran of Deloitte, becoming Deloitte Australia’s first female CMO. Tognetti has an extensive background in digital marketing and steps up from the role of Chief Operating Officer for Deloitte’s Australian marketing team.
“Rochelle epitomises the modern digital marketing leader,” said Matt McGrath. “She is an exceptional digital strategist with a strong focus on measurement and results, whilst also having outstanding leadership, team management and communication skills. It’s great that we will be able to continue working closely together to drive brand recognition for Deloitte and demonstrate our unrivalled expertise to help businesses locally and globally navigate the uncertainty of today, and plan for a better tomorrow.”
Tognetti will be supported in leading Deloitte’s marketing activities by Carmen Roche, who has been appointed to the new role of Chief Operating Officer for Clients, Industries and Markets, the firm’s operating unit which integrates marketing with Deloitte’s client-centric delivery. Roche brings decades of marketing experience from working with the world’s leading professional services and consulting firms, including Deloitte in the UK and Australia.
“As a firm, everything we focus on is in trying to help our clients solve their most complex issues and enabling our client service teams to add real value while delivering a distinctive client experience,” noted Peter Forrester. “Carmen has brought significant strategic thinking and drive to promoting our relentless focus on clients. That will continue in this new role, where in addition to acting as a deputy to Rochelle, she will help further strengthen integration between our client service and marketing functions, improve operational efficiency and enable our strategic market priorities.”