Curiosity, connection and leading with impact: Rebecca Darley, Group CMO of TPG Telecom

In our latest CMO Spotlight, Rebecca Darley, Group CMO of TPG Telecom, reflects on 25 years of marketing leadership, the power of human connection in a tech-fuelled world and how embracing constant change is key to staying connected with consumers.

To start, could you share a little about your career to date?

I’m a marketer that loves to create the playbook, drawing on 25 years of marketing experience across local and international brands in a diverse range of industry sectors.

I came up through the ranks of brand and acquisition marketing which gave me a very solid grounding and, with a natural curiosity, I’ve gravitated towards digital, data and tech in my last few leadership roles.

That’s what makes marketing so interesting to me. Marketing is that rare blend of art and science. It’s about knowing which marketing levers to pull, across a growing suite, to drive business growth.
 

What have been some of the professional highlights along the journey so far?

Whilst many people point to the trophy cabinet for professional success, the highlights for me are without doubt the positive impact on people and the positive impact on business.

I’ve had some wonderful supporters in my career and it is a privilege to pay it forward. Leaders creating leaders is my absolute philosophy (a line I stole from a dear friend in the industry!) and I’m proud to have played a small but committed role in the path of many of our industry leaders today.

That sits alongside positioning marketing as strategic business partner in the boardroom, delivering demonstrable growth and impact to the organisation. Surely this is the ultimate outcome we’re all striving for as marketing leaders?
 

How important is maintaining and growing your marketing skill set in today’s marketing environment? How do you approach this for you and your team?

Standing still is going backwards. I describe myself as ‘constantly on the way’ - it’s about staying curious, striving for constant improvement (personally and professionally) and an unwavering belief that anything is possible.

Embedding these principles in a team environment means we think big, we’re all open to trying new things and we learn fast (as opposed to failing fast). We don’t let perfection get in the way of progress!
 

What is the one thing you wish you’d learned earlier in your career?

To back myself and my instincts. To know the numbers. Modern marketers MUST understand core business metrics and their contribution to them.
 

What is going to have the biggest impact on marketing over the next few years? How are you preparing for those changes?

The fundamentals of marketing won’t change. We are human beings connecting with human beings. The ways and means in which we do that, and the pace in which we do that, will continue to evolve.

That’s what’s so powerful about modern marketing - our ability to harness the unrelenting pace of change and increasing breadth of marketing ‘tools’ in the ‘kitbag’ to fuel human connection. It’s pretty darn exciting!

I’m also sure you’re expecting me to talk about AI and data and tech. For many of us, these aren’t new and they will continue to be increasingly important in the ‘how’ (driving productivity, efficiency and decision making). That being said, the ‘what’ (the fundamentals) remains unchanged.
 

What do you think are the biggest challenges confronting marketers today?

I reframe them as opportunities. Doing more with the same or less; the unrelenting pace of change in data, tools and tech; constantly evolving consumer needs; reinforcing marketing’s impact and value; and making the complex, simple. We won’t be bored!
 

What’s the best piece of advice you would give to a university graduate starting their first role in marketing?

Stay curious, work hard and don’t be a dick (I have a no dickheads policy).

Why are organisations like ADMA so important for the wider media and marketing industry

Modern marketing is a powerful driver of business growth and industry partners, like ADMA, play an invaluable role in galvanising our industry around important topics.

Lastly, what do you enjoy doing outside of work?

Until recently, I was the Co-Chair of UnLtd, the media, marketing and advertising industry’s charitable foundation supporting young people at risk. I am still connected to UnLtd and the important work it does in rallying our industry around important issues like youth mental health, abuse, neglect and violence.

My other full-time job is as a mum to three, delicious little humans (Max, 9, Indy, 8, Poppy, almost 7). Life outside work is generally spent at sporting grounds or driving to or from sporting grounds!