Lee Tonitto Shares the Value of Marketing with AIB
Lee Tonitto is the Chief Executive Officer at Australia’s peak marketing membership body, the Australian Marketing Institute (AMI). We’re thrilled to announce that AMI has partnered with AIB, and Lee will be sharing her extensive knowledge and experience in marketing with our students as an Industry Guest Lecturer. Lee is a highly awarded marketer with strengths in brand management, customer value, distribution and business strategy. Considered a marketing thought leader, she has served the marketing profession through contributions to industry and professional associations, including the Australian Association of National Advertisers and the Australian Direct Marketing Association. With over thirty years of experience in marketing and distribution roles, and having represented major brands including Revlon, Unilever and AMP, Lee’s insights into marketing will be invaluable for our students, with practical principles that can be applied widely in the business world.
The Australian Marketing Institute
As Australia’s largest professional body for marketers, AMI provides leading, practical marketing theory and resources to help its members further their skills and careers, and also informs the curriculum of marketing in Australia.
AMI works closely with the Australian Institute of Company Directors to take marketing to the boardroom and ensure that marketers get a seat at the table. And for those new to the industry, AMI’s emerging marketers programme provides access to thought leaders and industry experts through networking events, webinars and regular lunches.
AMI operates from the belief that, as Lee says, “A professional marketer’s reputation and career progress is defined by their addiction to lifelong learning, their professional networks, and their solid relationship with their professional association.
“We live in a time of disruption,” says Lee, who points to the explosion in sensor technology and resulting Big Data opportunities as the biggest shift in fifty years. She’s also quick to point to research that one in two Australian working adults are in roles that cross over to marketing in some way, shape or form. After all, marketers understand customers better than anybody. In fact, Lee states, “Marketing is rapidly becoming the most in-demand skill set by Australian employers. Increasingly, firms recognise that they need to always update their digital presence through great talent, with professionally certified digital marketing, brand content and data-driven marketing skills.”
That move to digital technology is opening up markets that were previously overlooked. “Future innovation is going to be all about a focus on small screens – our mobile phones – and also no screens. So mobile network devices, personalisation technologies and the Internet of Things are the three specific technology trends that will have the biggest impact.” Digital marketing offers the prospect of laser-focused targeting campaigns so that ads can be delivered to the right people that are interested in buying products and services when they’re most likely to be interested. AMI is seeking to be at the forefront of the change, and achieves this through its partnerships with industry leaders and research organisations.
But marketing isn’t all technology, and Lee focuses on leadership skills as well as domain knowledge. Leadership, she says, is all about influence and persuasion, which are essential to help marketing leaders through a period of disruptive change. “Marketing leaders today really need to be multitalented generalists. They face a myriad of challenges from creative brand design to product marketing, demand generation and beyond. In other words, you really need a blend of both art and science in your abilities,” explains Lee, and AMI focuses on developing those abilities for its members.
Lee’s Career Journey
Lee became the CEO of AMI in August 2014, bringing a bolder vision to the peak marketing professional body in Australia. Prior to her appointment as CEO, Lee served AMI in a variety of AMI roles including NSW President; Advisory Board Member and six years on the AMI Board three years as Chair of the Board.
A leader in identifying and solving complex enterprise-wide business issues, Lee is a growth catalyst, a passionate marketer and marketing profession commentator.
Get to know AIB’s Industry Partners and our team of exceptional Industry Guest Lecturers here.