Nadia Zaffino
Chief Marketing Officer
Fractional CMO for B2B Tech, AI and Complex Products - Brand foundation, messaging and go-to-market strategy that drives revenue
About Nadia
I work with B2B tech, AI, agentic AI and cybersecurity businesses who know their product is good - and can't understand why nobody outside their network is buying it.
My approach is different from most. Before the campaign. Before the channel. Before the content - I fix the brand foundation. The value proposition. The messaging. The one objective that actually matters.
Because tactics without strategy isn't marketing. It's expensive noise.
20 years across Big 4 consulting, global agencies, Telstra, Australia Post, government and multinational consumer brands - including campaigns that generated $20M pipeline at PwC and $1M profit in 3 months at OfficeMax.
What I do with clients:
- Brand strategy, positioning and messaging
- AI and agentic AI go-to-market - translating complex products into clear, compelling messaging
- Integrated brand and demand campaigns
- CRM and lifecycle - lead to customer
- Thought leadership and content frameworks
- Marketing metrics and operating rhythms
Strategic and hands-on. Comfortable in C-suite conversations and in the weeds with internal teams.
Experience
Nadia Zaffino
Fractional CMO (2025 – Present)
Fractional CMO for B2B tech, AI, agentic AI and cybersecurity businesses. Specialising in brand foundation, value proposition, messaging and go-to-market strategy before campaign execution.
PwC Australia
Marketing Lead – Consulting (2023 – 2025)
Led marketing strategy across PwC Consulting with a focus on cybersecurity, Finance Transformation, Cloud and Digital. Directed multi-territory campaigns generating $20M+ pipeline growth. Crafted thought leadership for Digital Pulse and partnered with Salesforce and Microsoft on joint go-to-market programmes.
Department of Education & Training, VIC
Senior Marketing Project Manager (2021 – 2022)
Led state-wide behaviour change campaign, achieving significant increase in student participation and parental engagement. Utilised integrated media strategies and change management techniques for successful adoption.
Self-Employed
Senior Marketing, CRM & Digital Consultant (2020 – 2021)
Delivered B2B marketing, CRM, and digital strategies for retail and services clients. Designed campaigns, ABM programs, and partnered with SaaS vendors on joint marketing initiatives.
DuluxGroup
Senior Marketing Manager (Digital Transformation) (2020 – 2020)
Directed website relaunch project, integrating marketing technology for enhanced user experience and cross-channel campaign measurement. Partnered with cross-functional teams and vendors for successful delivery.
Australia Post
Senior Manager – Digital/CRM (2019 – 2020)
Directed multi-channel campaigns and CRM loyalty program, achieving high member acquisition and engagement rates. Managed cross-functional teams and applied marketing technology for campaign personalisation and performance improvement.
Telstra
Senior Marketing /CRM Consultant (2018 – 2019)
Led marketing programs aligning with business priorities and revenue targets. Implemented CRM campaigns and marketing automation workflows to enhance customer engagement and pipeline contribution. Managed cross-functional teams and agency relationships.
Self-Employed
Senior Marketing, CRM & Digital Consultant (2015 – 2018)
Developed marketing, CRM, and digital strategies for clients like Telstra, Tabcorp, and Forty Winks. Spanned digital transformation, CRM, pipeline growth, and brand positioning initiatives.
AJF Partnership / AJF GrowthOps
Group Account Director / Senior Account Director (2015 – 2017)
Led integrated campaigns for major clients, generating additional profit for the agency through out-of-scope projects. Collaborated with senior stakeholders to develop brand strategies and loyalty programs. Managed cross-functional teams and talent development.
Pacific Brands / Wesfarmers – Workwear Group
Senior Marketing Manager (2014 – 2015)
Repositioned brand, managed marketing budget and sponsorships, led direct reports and cross-functional campaign delivery.
OfficeMax Australia
Senior Marketing Manager (2013 – 2013)
Launched successful CRM supplier program contributing $1M profit in 3 months.
PlayCorp
Brand Manager (2011 – 2012)
Managed brand relaunches resulting in significant sales uplift.
Puma Australia
Brand Marketing Manager (2007 – 2010)
Drove sales through campaigns, launched loyalty channel, managed significant ATL/BTL spend.
Carlton & United Breweries
Client Services Manager (2006 – 2007)
Managed portfolios and national accounts for key brands.
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