I
Brand transformation
An expanding portfolio had blurred the organisation's proposition.
The full account
Chief Marketing Officer · Australia · Global perspective
HarrietBarrett
Turning customer understanding into enduring brand value.
I help organisations connect a clear market position with a customer experience that earns it.
Open to
- Board appointments
- Advisory roles
- Speaking invitations
#1
Category brand
From fourth in three years
2.6×
Customer lifetime value
Through loyalty and experience redesign
19
Markets launched
One brand, locally fluent
34
Effectiveness awards
For work that moved the business
Strong brands begin with a precise understanding of the customer and become valuable through consistent commercial choices. I connect positioning, experience and growth measurement, while staying honest about what the evidence can attribute to marketing.
Harriet Barrett
Chief Marketing Officer
Areas of stewardship
Where accountability has been mine.
- IBrand strategy
- IICustomer experience
- IIIGrowth marketing
- IVMarket intelligence
Selected work
Decisions, and what they changed.
II
Customer growth
Acquisition activity and customer experience were managed in separate conversations.
The full accountIII
In the boardroom
Stewardship beyond the executive role.
Aurelia Consumer
Independent Director
Customer & Brand (Chair) · ESG
2023 — Present
The Creative Futures Trust
Trustee
Programmes
2019 — Present
In the words of others
Trusted by those who appoint.
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
A brand builder who understands the P&L as well as the poetry.
The journal
Perspective, set down with care.
Positioning is a choice the business must deliver
A brand promise should be recognisable in product, service and commercial behaviour.
Read the essayGrowth measurement needs honest boundaries
A change in revenue can reflect pricing, distribution, product, sales execution and market conditions as well as marketing.
Read the essayCustomer insight should change a decision
Research has limited value if the organisation cannot name what it will do differently as a result.
Read the essayRecognition
Honours
- Marketer of the YearThe Brand Effectiveness Awards2024
- Women in Leadership — MarketingThe Boardroom Review2022
On record
As featured in
The Brand Effectiveness Journal · 2025
“How a fourth-placed brand became the category leader”
The Boardroom Review · 2024
“Why the board should own brand risk”
The Leadership Ledger podcast · 2023
“Episode 104 — Customer truth over campaign noise”
An invitation
The most consequential work begins with a conversation.
For board, advisory and leadership conversations where brand strategy matters.
Open to
- Board appointments
- Advisory roles
- Speaking invitations
office@harrietbarrett.example