Michelle Fragar
Chief Marketing Officer
Experienced CMO with a Passion for Customer-Centric Growth and Strategic Planning, Backed by a Decade of Agency Ownership.
Summary
Michelle Fragar (FAMI CPM) is a strategic marketing leader with 26 years of senior management experience across Fortune 100 and ASX 200 organizations. As a former CMO and founder of BRANDiT (www.brandit.rocks), she specializes in digital and AI transformation, customer-centric growth strategies, and organisational evolution.
With a unique background spanning engineering, agency leadership, and executive marketing roles, Michelle delivers advanced strategic planning and commercial acumen to complex business challenges. Her expertise encompasses healthcare, finance, security, M&A, global affairs, and AI innovation, with particular strength in transforming traditional business models through technology and data-driven insights.
Multi-award-winning marketing professional. Active industry thought leader serving on AMI & Telstra Awards panels and professional bodies. Available for strategic consulting on ethical transformation, marketing strategy, and business evolution.
Experience
Australian Marketing Institute
State Committee Chair - QLD (2018 - 2021)
Australian Marketing Institute (AMI) | 3 yrs 9 mo
AMI QLD State Chair | Feb 2020 - Oct 2021 · 1 yr 9 mos
AMI QLD Committee Member | Feb 2018 - Feb 2020 · 2 yrs
Steered the Committee through COVID and beyond back to live events.
BRANDiT
CMO & Director (2016 - current)
Founded and scaled BRANDiT into one of Australia’s leading boutique marketing strategy agencies. I work directly with SMEs and global companies to craft brand strategies that drive commercial growth, customer-centric funnels, and long-term market positioning. I like to reshape a company based on the future growth projections and innovative digital advancements. While applying an ethical and sustainable filter.
Delivered award-winning campaigns in health, manufacturing, entertainment and finance sectors.
Led national ASBAS program consulting, supporting hundreds of Australian SMEs, experience with the previous Federal Entrepreneurs and Growth Grants.
Drove full-funnel strategies for global clients including GE HealthCare.
Blended corporate structure with agency agility to create cost-effective solutions
Astute Financial
Marketing Manager (2015 - 2016)
Managed brand and marketing direction across the finance group’s multi-brand portfolio. Supported expansion efforts and aligned visual identity with growth strategy.
Built scalable campaigns targeting B2C lending products
Refined internal marketing operations to boost lead conversion efficiency
RAW JAFFA
Director (2007 - 2013)
Co-founded and operated a successful Art / Entertainment business, managing product development, branding, and retail partnerships. Experience here deepened my appreciation for grassroots innovation and sustainable business practices.
Bradken (Hitachi Group) - Australia & Global
Corporate Marketing Manager (CMO Role) (2005 - 2014)
Served as head of global corporate marketing for a major ASX-listed engineering company. Led strategic planning, branding, digital transformation, and M&A communications.
Spearheaded global rebranding projects post-acquisition
Developed and implemented international brand guidelines
Delivered internal, external and ASX comms strategy across 3 continents
BOSCH (Sydney)
Marketing Communications Manager (2003 - 2005)
Managed national comms strategy for one of the world’s most trusted industrial and consumer brands. Focused on product marketing, channel support, and brand integrity.
Supported launch of new commercial product lines and the National partner program.
Developed integrated campaigns with high ROI across B2B/B2C
Douglas Partners (Sydney)
Marketing Coordinator (2000 - 2002)
Oversaw marketing for an environmental and geotechnical consultancy. Introduced new tools for stakeholder engagement, events, and branding.
Electroboard (Sydney)
Marketing Assistant (1999 - 2000)
Started my career supporting the sales and marketing team in the AV technology space—an invaluable foundation for all that followed.