Greg Abbey
Chief Marketing Officer
Greg is a senior brand and marketing strategist known for delivering commercial outcomes in complex service environments.
About Greg
With more than two decades of corporate, agency and advisory experience, Greg Abbey is a senior brand and marketing strategist known for delivering commercial outcomes in complex service environments. His expertise spans strategy development, behaviour change and program leadership.
Greg has held executive roles at a retail bank, comparison business and super fund, driving marketing performance at scale. His experience includes launching and repositioning global, national and regional brands across Australia, New Zealand and Europe.
His work has been recognised for creativity and effectiveness, with industry awards including Effie, AdNews, AMI, Midas, AB+F, ADMA and Marketing Society. He also led a B&T Marketing Team of the Year, combining challenger thinking with an evidence-based approach.
Greg is a Fellow of the Australian Marketing Institute and a Certified Practising Marketer. He holds a Bachelor of Business (Marketing), a Diploma of Digital Marketing and further qualifications in Design Thinking and Innovation. He has served on industry and not-for-profit committees and is an accredited AFL coach.
Experience
Steam Marketing
Customer Strategy Director (2014 – Present)
- Led major customer and marketing transformation initiatives for corporate and government clients
- Acted as Fractional CMO for high-growth companies, bridging strategy and execution to drive growth
- Assumed the Chief Growth Officer role at Energy Super, contributing to the $30bn super fund merger
- Established a recognised position in financial services marketing and consumer decision making
- Achieved recognition as the AMI Marketing Agency of the Year (QLD) and CPM of the Year (Finalist)
Canstar Blue
Chief Executive Officer (2012 – 2014)
- Delivered record 30% year-on-year growth and achieved division profitability for the first time
- Increased brand awareness from 39% to 55% and boosted website usage and engagement by 131%
- Built a scalable digital platform, multi-channel marketing capability and monetisation model
- Managed an extensive and sophisticated customer satisfaction research and ratings program
- Developed strategic commercial partnerships with leading brands across Australia and New Zealand
BOQ Group
General Manager, Brand and Marketing (2005 – 2012)
- Managed the multi-award winning brand transformation program, including a Gold Effie for effectiveness
- Increased the Net Promoter Score from 22 to 39 and strengthened differentiation and distinctiveness
- Achieved record brand awareness and consideration, driving above-market growth in deposits and lending
- Negotiated and leveraged major national AFL partnerships with the Brisbane Lions and Gold Coast Suns
- Led the marketing function with a team of 20+, agency partners and ~$20 million annual investment
Qualifications
Specialisation in Design Thinking and Innovation (2016)
University of Virginia Darden Business School
Diploma of Digital Marketing (Distinction) (2013)
Chartered Institute of Marketing
Bachelor of Business - Marketing (Distinction) (1996)
Queensland University of Technology
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