First Frucor Suntory Oceania CMO shares her to-do list – CMO


New Zealand-based beverages brand overhauls marketing structure and strategy to capitalise on growth
The largest operating model change for marketing in Frucor Suntory’s history has not only paved the way to its first-ever Oceania CMO appointment, it’s also opened doors for internal promotions as well as new hires.
Frucor Suntory last week confirmed appointment of its first-ever local CMO last week, Allison Yorston. The company attributed the decision to taking on a new direction of growth across the Oceania region as demand for its beverages grows.  
Yorston has been with New Zealand-based Frucor Suntory for four-and-a-half years, initially joining as head of its juice portfolio before becoming marketing director for energy and transformation in December 2020. Her wider resume includes 20 years’ worth of marketing experience in FMCGs including roles with Unilever Australia, Arnott’s Fonterra and Sanitarium Health Food Company.  
As CMO for Oceania, Yorston now oversees a portfolio that includes its PepsiCo partnership in New Zealand, plus Maximus and BOSS Coffee in A/NZ. One of her first priorities is to grow the BOSS Coffee range by introducing several new flavours, including caramel latte, this month. She’s also tasked with reinvigorating the New Zealand juice and CSD portfolios.  
In addition, Yorston will be capitalising on work done over the last 18 months spearheading the V Energy ‘Bugs’ integrated campaign across A/NZ. The product line is now expanding to include V Refresh, a zero-sugar, low calorie energy drink available, in two flavours. This has prompted a new iteration of the campaign, which has just launched across free-to-air, BVOD, social and outdoor across both Australia and New Zealand.  
Speaking to CMO on her priority list, Yorston said Frucor Suntory is at a really exciting phase of growth.  
“In addition to the launch of new products like V Refresh and the upcoming introduction of new flavours to our BOSS Coffee and sports drink range, Maximus, for the summer, we’re also expanding our business with the development of a new multi-beverage facility in Swanbank, Queensland to meet the increased demand from our retailers and customers,” she said. “As I take the reins as CMO at Frucor Suntory, my key priorities are around supporting our people and ensuring our performance to keep delivering best-in-class products and campaigns for our consumers.”  
Helping Yorston achieve this is the largest operating model change for the marketing team to date. This has allowed for internal promotions into both local and regional roles, she explained.
“It’s great to see local talent take a step up in the Suntory organisation, especially as we watch local brands like V Energy become available internationally,” she continued. “The change has also allowed for an opportunity to bring in new talent to both our teams in Auckland and Sydney.”
At the same time, like many businesses, Frucor Suntory is working through what post-Covid ways of working look like, aiming to find the right balance between flexibility and connection. And it’s the same for Yorston as she works to bring her new-look marketing team together.
“We want to ensure that we can stimulate our people to create a fun and energising workplace whilst ensuring we get the job done,” she said. “And as always, my priority is to ensure our consumers, new and current, continue to feel our brands and products are relevant to their changing needs.  
“While Frucor Suntory is a multi-national corporation, we have a strong local presence in Oceania and I believe that local footprint – along with our amazing team culture, great work and consumer centricity – truly gives us an edge in understanding what Aussie and Kiwi consumers really want.”  
Yorston remains based in Frucor Suntory’s Auckland office.
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