Alicia Rieniets
Chief Marketing Officer
Results-Driven Marketing Leader Specialising in Transformational Strategies
About
Proven Marketing Director with 20+ years’ experience transforming legacy brands (Ford, UniSuper, Bupa) into customer-first powerhouses. Skilled in driving growth through data-driven strategies across the full customer lifecycle. Known for leading high-performing teams and delivering exceptional results in paid media, customer strategy, brand transformation, and marketing effectiveness. Specialised in brand strategy, paid media, CRM, and AI integration. A change leader in matrixed organisations and influencer across complex organisations.
Experience
CMO On Call
Founder and CMO (2025 – Present)
Founded a consultancy focused on driving growth, transforming marketing capabilities, and modernizing marketing operations through strategies like brand, paid media, CRM, AI integration, and content management.
Bupa
GM Marketing & Digital Health Services (2022 – 2025)
Led a marketing team of over 20 members, managing a budget of over $40M and driving a $26M profit turnaround for Bupa Dental. Transformed customer strategy, led CRM and lead nurture strategies resulting in 20% acquisition boost and 40% retention uplift.
UniSuper
Head of Brand, Social PR and Content (2021 – 2022)
Managed a $20M+ budget, redefined brand strategy, increased brand awareness by 25%, favorability by 35%, exceeded acquisition targets by 80%, and improved customer NPS by 50%. Built and led a new social media and PR team.
Australia Post
Head of Brand, Media, Social & Content (Contract) (2019 – 2020)
Developed new brand strategies, managed complex B2B and B2C campaigns, and led a team of 8 direct reports, 40 indirect reports, with a $40M budget. Revolutionized paid media strategy, achieved a 150% increase in media value.
Uniting Vic Tas
Head of Marketing (Contract) (2019 – 2019)
Managed marketing specialists and a creative studio, delivered refreshed brand strategies, and negotiated pro-bono agency and media value to launch successful campaigns resulting in significant increases in donations.
Ford Motor Company
Head of Retail & Customer Marketing (2013 – 2018)
Directed customer experience and digital strategy across the APAC region, led MarTech and CRM transformation, increased ROI on media investments, and led digital transformation projects resulting in increased customer NPS by over 30%.
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