ADMA unveils new powerhouse Advisory Committee to lead marketing’s next era

Media Release - Sydney - July 22, 2025: 

The Association for Data-Driven Marketing and Advertising (ADMA) has unveiled a new Advisory Committee featuring some of Australia’s most respected marketing and business practitioners. The new Committee will be key in shaping ADMA’s strategy to execute its vision to drive innovation, build industry capability, set the standard for responsible marketing, and reimagine the industry’s future through data-driven transformation.

Composed of leading CMOs and specialists from Optus, NAB, Woolworths, MECCA, Zip Co, and Deloitte, the Committee brings a breadth of experience across marketing, digital, and business leadership. This announcement follows previous confirmations of David Morgan as Chair, Steve Brennen as Deputy Chair and renowned futurist and marketing consultant, Tom Goodwin, who joins as ADMA’s first internationally based Advisory Committee member.

Chair of the Advisory Committee, David Morgan, says: “We’ve assembled a group of forward-thinking industry pioneers that are experienced, diverse, and deeply connected to where the industry is heading, both locally and globally. Each member brings not only stature in their field, but also specialised capability across the whole marketing spectrum.

“Their insights will sharpen our thinking, challenge assumptions and help ADMA as we  empower marketers to navigate complexity, embrace opportunity, and lead responsibly.”

Members of the Committee contribute deep expertise across areas central to ADMA’s strategic agenda. The CMOs bring extensive experience in global growth strategy, omni-channel transformation and building digitally-led marketing functions that drive brand impact, customer engagement, and business transformation.

Alongside them sit several specialists in crucial areas including behavioural research, privacy and data ethics and advanced digital and performance marketing – ensuring a balanced and expert view of critical marketing issues as the Committee helps shape policies and approaches for a future-ready, customer-first landscape.

The advisory committee are:

• David Morgan, Principal, MacMORGAN (Chair)
• David Phillips, Partner, Deloitte Digital
• Emma Jensen, Vice President, Small Business, Optus
• Kate Blythe, Chief Marketing Officer, MECCA
• Michael Laxton, Interim Chief Marketing Officer, Woolworths Group
• Naomi Shepherd, Group Industry Director, Meta (sitting board member)
• Natalie Lockwood, Chief Marketing Officer, NAB
• Paul Hewett, Chief Executive Officer, In Marketing We Trust
• Peter Leonard, Principal and Director, Data Synergies
• Sonny Sethi, Senior Director Marketing Research, Zip Co
• Steve Brennen, Co-founder and CEO, Archie (Deputy Chair)
• Tom Goodwin, Co-Founder, ALL WE HAVE IS NOW

ADMA CEO Andrea Martens says: “We’re thrilled to welcome such a high-calibre group of industry leaders who each bring deep domain expertise, sharp commercial insight and a bold vision to drive the marketing industry forward. As the pace of change accelerates and complexity grows, having a strong advisory board to steer and guide ADMA through this evolving landscape is more important than ever.”

“ADMA’s role to reimagine and enable the future of ethical, data-led marketing is critical,  and this committee brings the foresight and creativity to make it happen.”

“I’d also like to take this opportunity to thank our outgoing committee members, several of whom have served extended terms. Their energy, expertise and unwavering support have helped position ADMA as the trusted voice of modern marketing. We’re pleased they will remain actively involved with ADMA in various capacities in our next chapter."

The Advisory Committee appointments are effective immediately, with initial terms lasting for 3 years.

New Advisory Committee Member Bios

David Phillips, Partner, Deloitte Digital: David leads Deloitte’s CMO advisory practice and founded its Marketing, Data and Technology division. With a background in agencies and global consumer brands, he helps CMOs, CCOs and CDOs transform marketing functions through data, technology and automation to drive better customer outcomes.

Emma Jensen, Vice President, Small Business, Optus: Emma is a seasoned marketing leader with global experience across Australia, the UK, and Europe. She specialises in consumer-led marketing, brand development, customer experience, digital marketing, and transformative change. Emma was named one of B&T’s Remarkable Marketers.

Kate Blythe, Chief Marketing Officer, MECCA: Kate is CMO at MECCA, where she leads the brand’s global growth strategy and omni-channel transformation. She is driving a digitally-led marketing function that delivers customer-centric experiences, brand momentum, and strong loyalty among millions of beauty enthusiasts worldwide.

Michael Laxton, Interim Chief Marketing Officer, Woolworths Group: Michael is the Interim Chief Marketing Officer and was previously Director of Group Marketing Practice at Woolworths Group. He combines strategy, creativity, and technology to solve business challenges and is passionate about brand impact, business transformation and building great teams obsessed with the customer.

Natalie Lockwood, Chief Marketing Officer, NAB:  Natalie is an accomplished marketing leader with extensive experience across Australia and the Asia Pacific financial services and payments sector. Before joining NAB, she held senior roles at Visa, ASX Limited, and MasterCard, where she spent 12 years leading regional marketing. She also served as Managing Director of Edge Asia Vietnam and began her career at Westpac and Citibank Australia.

Paul Hewett, Chief Executive Officer, In Marketing We Trust: Paul is CEO of In Marketing We Trust and a specialist in data-driven marketing strategy, search, and performance. He helps global brands unlock growth by applying deep expertise in search behaviour, data insights, and scalable digital solutions across the APAC region.

Peter Leonard, Principal and Director, Data Synergies:  Peter is a data and technology consultant and lawyer. He is the founder of Data Synergies, advising on AI, data governance, and legal compliance. He is also an Adjunct Professor at UNSW and serves on several national and international advisory bodies, including the OECD Expert Group on AI and Australia’s National Data Advisory Council.

Sonny Sethi, Senior Director Marketing Research, Zip Co: Sonny is a customer insights leader with over 20 years of global experience driving customer-led strategies and business transformation. A founding member of Zip’s AI Council, Sonny contributes to industry standards, co-authoring AI policy guidelines and judging AI research for The Research Society. 

Tom Goodwin, Co-Founder, ALL WE HAVE IS NOW: Tom is a leading marketing figure, recognised four times as LinkedIn’s #1 Voice in Marketing with over 725,000 followers. His 22-year career spans creative, PR, digital, and media agencies, and he is known as an industry provocateur.
 

For press enquiries, please contact:
Jillian Ilao
Clear Hayes Consulting
M:0432685572
E: [email protected]