Mar 2025 – Present · 1 yr 2 mos · Australia · Hybrid

• Australia's first industry centre solely focused on embedding AI into marketing operating infrastructure that drives measurable commercial performance.
• ACAM combines independent benchmarking, applied research, and executive capability development to help marketing teams design, govern, and scale AI adoption. Through ART (AI Results Transformation), we embed AI into marketing operating models, build internal capability, and align investment to measurable performance outcomes. Supported by IBM and Adobe.
• Key achievements:
• Established Australia's first industry-led AI marketing capability benchmarking study
• Founded the CMO AI Pioneers Circle, shaping AI governance, capability, and ROI practices across Australia's leading marketing organisations
• Launched the AI-Ready and AI Advantage executive programs for senior marketing leaders
• Delivered the AI Results Transformation (ART) methodology for enterprise marketing teams
• Published the Marketing Team of the Future whitepaper, adopted by enterprise teams nationally
• Delivered pro bono and low bono advisory to purpose-led and not-for-profit organisations
• Named finalist, 2026 Women Leading Tech Awards - AI Pioneer and Entrepreneur/Founder categories.
• To find out more - www.acam.ai

Dec 2022 – Dec 2024 · 2 yrs · Australia

• Your Santa Agent Invitation helps parents tell children the real story of Santa in a way that still keeps the Christmas magic alive.

Mar 2022 – Jan 2025 · 2 yrs 10 mos · Sydney, New South Wales, Australia

• World Vision is the world's largest iNGO, development, and advocacy organisation. We are also Australia's largest iNGO and thanks to everyday Australians we reach over 10 million people every year in over 40 countries.
• Reporting to the CEO and being part of the Executive Leadership Team (with direct board engagement), the role is responsible for leading the over 60 strong team in strategy, brand, the internal creative agency, lifecycle marketing, data insights and analytics, product & supporter experience, marketing operations and digital strategy/optimisation.
• The role has also served as the executive sponsor for the Australian First Nations and Climate/FMNR program streams and serves on the Global Marketing Leadership group.
• Key Achievements:
• Grew overall brand awareness with significant gains in trust scores
• 10-year high result for child sponsorship and 17-year high for retention mass product
• Launched new award winning digital ecosystem
• Launched Strong Women Strong World and ‘Unleash Good’ philanthropy campaigns
• Team Awards, nominations -
• Top 50 finalist + Top 25 CMO list- mi3
• Fundraising Institute Australia 2025 - Winner State Award and National finalist for Best Supporter Experience
• AGDA Awards 2024 - Finalist for Redesigned Digital Experience 2024
• Good Design - Winner Accolade in the Digital Design category 2024
• AMI Marketing Excellence Awards 2024 - Finalist Brand Reset campaign
• Third Sector Award Finalist 2024 - Fundraising Excellence - 1,000 Voices for 1,000 Girls campaign
• B&T Cairns Crocodiles 2024 - Bronze Award 1,000 Voices for 1,000 Girls for Social/Influencer category
• B&T Cairns Crocodiles 2024 - Finalist for Changing the World category
• Mumbrella CommsCon Award winner 2024 - 1,000 Voices for 1,000 Girls campaign
• Mumbrella CommsCon Awards winner 2023 - Wiggles Around the World campaign
• Great Place to Work Certification 2022
• Effie Awards Finalist list for 2022 - Not for Profit and Positive Change categories

Sep 2021 – Mar 2023 · 1 yr 6 mos · Sydney, New South Wales, Australia

• AMI is the requisite organisation for professional marketers and authoritative voice of Marketing in Australia. With the largest network of marketers in Australia, the Australian Marketing Institute has been supporting progress in the careers of our members and advancing the marketing profession since 1933. Served on the finance and risk committee including period as chair of committee.

May 2021 – Present · 5 yrs · Sydney, New South Wales, Australia

• I founded The Inner Circle Network to create a trusted, high-calibre space where senior women in marketing can connect meaningfully, share lived experience, and support one another - professionally and personally. The Inner Circle is an invitation-only event series that brings together Australia’s most senior female marketing leaders for honest conversation, peer learning, and relationship-building beyond traditional networking.
• Each event is designed to balance leadership, community and impact. Alongside curated discussions and connection, proceeds are directed to women-focused charities including Two Good, Dress for Success, WAGEC, Barnardos, Shooting Stars Foundation, and the McGrath Foundation.
• The Inner Circle has welcomed CMOs and senior leaders from organisations such as The Iconic, Qantas, ABC, Amazon, EY, Deloitte, KPMG, ANZ, Amex, Campari, Veolia, Bupa, Nine, SBS, Yum, BlueScope, Cathay, Coles, Cha Time, Genea and Goodman Fielder.
• Key Achievements:
• Founded and scaled an invite-only leadership network for senior women in marketing, growing the community 3× within its early phases
• Expanded the Inner Circle from Sydney into Melbourne, establishing a repeatable, multi-city event model
• Secured strategic sponsorships to support sustainable growth while preserving a curated, high-trust ethos
• Built a recognised platform that blends leadership development, peer connection and social impact, with proceeds supporting women-focused charities
• For expressions of interest to attend or sponsor, please visit the website.

Jan 2020 – Dec 2020 · 11 mos · Australia · Remote

• Creator and producer of Brilliant, an award-winning short animated film that extends the themes of A Different Kind of Brilliant, championing neurodiversity, inclusion, and the idea that different ways of thinking help shape a better world.
• The role encompassed creative development, festival strategy, international distribution outreach, and media engagement. The film was successfully positioned within film festivals across Australia, the United States, and Canada, contributing to broader public conversations around neurodiversity beyond the education sector.
• Key Achievements:
• Winner, Judges’ Choice Award – Focus on Ability Awards
• Official Selection, Short Film category
• Successfully secured international film festival exposure across Australia, the US, and Canada
• Extended the impact of the original book into visual storytelling and cultural advocacy

Nov 2019 – Dec 2024 · 5 yrs 1 mo · Greater Sydney Area

• Papillon Coaching provides mentoring, executive coaching, and training to help individuals and organisations reach their potential. We specialise in career starts, pivots, and accelerations. Papillon Coaching has also partnered with organisations, such as participating in AMI's Emerging Marketers Mentor program.

Apr 2019 – Mar 2021 · 1 yr 11 mos · Sydney, Australia

• Author of A Different Kind of Brilliant, a globally recognised children’s book supporting autism acceptance and celebrating neurodiversity as a driver of positive change. Following publication, the role expanded into active advocacy and the development of practical education tools, supporting educators, families, and students across Australia, the United States, and the United Kingdom. These resources have been adopted by thousands of schools and used to foster inclusion, understanding, and strengths-based thinking about neurodiversity.
• Key Achievements:
• Authored a globally successful children’s book focused on autism acceptance and neurodiversity
• Appeared on top 12 new releases in its category globally on Amazon
• Achieved a 4.7/5 Amazon rating with over 8,000 copies sold worldwide
• Book and companion resources adopted by 1,000+ schools across Australia, the US, and the UK
• Developed education tools and advocacy content to support inclusive learning environments

Dec 2017 – Nov 2021 · 3 yrs 11 mos · Sydney, Australia

• On the Board of Directors for Sydney Drug Education and Counselling Centre (SDECC) - an organisation that specialises in providing free counselling and support for young people aged 14 -25 with problematic alcohol and other drugs (AOD) use and their families. SDECC works within a family inclusive, trauma informed framework and our highly qualified counsellors understand the complexities of AOD use, including any mental health issues.
• Key Achievements: Support in recruitment of new CEO, support in development of online education program modules, growth of clients YoY, 2020 Best Workplace

Jun 2017 – Mar 2022 · 4 yrs 9 mos · Sydney, Australia

• H&R Block is the leading tax preparation firm in Australia, handling over 700,000 returns annually with over 450 offices nationally. Reporting to the Managing Director, my role is to manage marketing and digital innovations.
• Key Achievements:
• Managed development of annual brand campaigns (across TV, digital, social, radio, and PR) increasing brand awareness to 91%
• Developed cross functional digital transformation group to develop rolling 3-year digital transformation plan
• Managed media, digital, POS fulfilment, amplification, PR and creative agencies – including managing pitch process
• PR coverage increased 3x from 2017-2020
• Supported with retail innovations including rollout of pop-up offices, new office guidelines, and local area marketing improvements demonstrating strong ROI
• Implemented Salesforce
• Drove new digital innovations including new client portal and new digital products
• Developed key partnerships – including Officeworks, NRMA, and TEDx
• Developed specialised campaigns for small business segment – including Grants for Growth
• Developed crypto campaign
• CX initiatives rollout including new NPS platform and Live Chat
• Managed key CSR programs – including schools education program, International Women’s Day and Macquarie University digital incubation initiative
• Management of Income Tax Training School marketing campaign
• Recognition from industry – speaker / jury selection and asked to speak at numerous industry events on marketing and digital transformation
• Awards -
• Selected to be on the CMO50 list for 2021
• Nominated for B&Ts 2021 CMO Power List
• 2021 B&T Best of the Best Marketer finalist

Feb 2011 – Jun 2017 · 6 yrs 4 mos · Sydney, Australia

• Led the strategic planning, development and execution of integrated consumer and professional marketing initiatives for Invisalign across Australia and New Zealand. The role was accountable for driving sustained sales growth while strengthening Invisalign’s position as a category leader at the intersection of dental, health and beauty.
• This included shaping go-to-market strategy, overseeing multi-channel campaigns, and aligning brand, demand generation and practitioner marketing to commercial objectives. I led and developed a high-performing marketing team and worked closely with agency partners to deliver consistent, high-impact outcomes in a fast-growth, innovation-driven environment.
• Key Achievements:
• Consistent YoY sales growth - business tripled from 2010 to 2016
• Re-launched Invisalign brand and redefined the brand within the consumer market (move from dental brand to health and beauty product) growing brand awareness in our target audience from 30% to over 50%
• Grew the professional brand awareness to 99%
• Managed new product launches and consistently exceeded sales and growth forecasts
• Overseeing development of new sales tools
• Oversee execution of clinical events calendar (approx. 80 events per year)
• Launched into teen market and achieved 57.6% brand awareness in first 2 years of launch
• Awards
• 2016 APAC Award for the most impactful Marketing Program
• 2013 APAC Award for best Innovative Marketing Program
• 2012 Telstra Business Awards Finalist

Nov 2010 – Jan 2011 · 2 mos · Vietnam

• A fixed term contract in the climate sector, the role was to develop commercial expansion plans for Green Energy Vietnam based in Ho Chi Minh City. Growing alternative energy on waste lands was a win–win for Green Energy and smallholder farmers through the production and processing of Jatropha oil seeds.

Apr 2010 – Nov 2010 · 7 mos · Sydney, Australia

• Hybrid Television Services (part of the Seven Media Group) was responsible for the distribution of TiVo & development of CASPA On-Demand in Australia and New Zealand. The role was responsible for the development, implementation and measurement of brand strategy.
• Key Achievements:
• Developed and rolled out a new consumer advertising campaign and a series of successful retail sales promotions that exceeded KPIs
• Selection for Seven Leadership training program
• Division closed due to organisation's change in their IPTV strategy.

Aug 2007 – Apr 2010 · 2 yrs 8 mos · Sydney, Australia

• Responsible for the end-to-end development and implementation of integrated marketing campaigns and communications for the mobile portfolio both within the Optus Business and Optus Consumer divisions.
• Awards:
• Awarded 4 employee awards (3 awards for teamwork and 1 award for embracing the ‘Challenger Spirit’)
• Winner of a Customer Experience competition (prize being a $10k trip to the US to meet P!NK). This competition was open to 10,000 Optus employees to develop the best business improvement ideas.

Jan 2006 – Present · 20 yrs 4 mos · Australia

• Experienced international speaker, MC, and panel moderator across AI, marketing, leadership, and inclusion.
• I deliver keynotes, executive workshops, and panel facilitation across corporate, academic, and industry events - bridging strategic insight with real-world application.
• With experience across conferences, media interviews (TV, radio, print), and podcasts, I’m known for making complex topics engaging, practical, and human - whether on stage, on screen, or in conversation.
• From June 2025 I'm exclusively represented by Saxton Speakers Bureau - https://www.saxton.com.au/speakers/louise-cummins
• Learn more or book me via www.louisecummins.com.au

Jan 2006 – Jan 2010 · 4 yrs · Cambodia

• Contract in Cambodia (during 2006-2007 and post 2007 supported with freelance consulting) was responsible for the formulation of a comprehensive 5-year business/marketing plan for VisionFund, the microfinance division of World Vision. Position had 3 direct reports.
• Key Achievements:
• The key achievement was in 2006 VisionFund Cambodia supported over 35,000 micro-entrepreneurs and was positively impacting over 200,000 children’s lives (growing +30% YoY)
• Cambodia became a ‘Centre of Excellence’ in marketing and business development amongst the World Vision partnership, capacity building other territories.
• Being asked to be a spokesperson on best practice for 'Banking for the Poor' in London.
• Based on the success in Cambodia I also consulted the global team in the US.
• Speaking Events -
• YPO, Young Presidents Organisation, 2007, Sydney (topic: Role of Microfinance in Addressing Human Trafficking)
• Microfinance Global Meeting 2006, London (topic: Mobile Banking for the Poor, A Cambodian Example)

Sep 2005 – Jan 2006 · 4 mos · Sydney, Australia

• Managed the retail marketing activity in NSW and ACT. Responsibility covered 300 corporate stores and 900 licensed stores. Contract role whilst incumbant was on secondment to an interstate project.

Sep 2003 – Aug 2005 · 1 yr 11 mos · Sydney, Australia

• Worked with the team to develop and manage the promotional plan for ‘go-live’ (previously distributed via 20th Century Fox). Management of marketing communications, both above and below the line; including TV, print, radio, online marketing campaigns, and event management.
• Key Achievements:
• In 2004, sales of the MGM catalogue of titles resulted in MGM having no. 1 share in catalogue category in Australia.
• The development of a Father’s Campaign that doubled our market share during the promotional period.

May 2000 – Feb 2003 · 2 yrs 9 mos · Sydney, Australia

• Responsible for the formulation and implementation of marketing plans for the optical and digital camera portfolio.
• Awards: Winning the Quarterly Customer Service Award (nominated by 2 sales teams as a result of the management of a new range launch)

Jun 1999 – May 2000 · 11 mos · Sydney, Australia

• Responsible for the implementation of the marketing communications strategy for over 40 x WC Penfold stores, including the management of all POS, marketing collateral, new store openings, and PR. Position had 4 direct reports. Maternity leave contract role.
• Achievement: Overseeing the production of the 2000 Product Directory that was nominated for the Annual Australian Catalogue Association Awards

Dec 1996 – Nov 1998 · 1 yr 11 mos · Sydney, Australia

• Product management responsibility for Scotchgard™. Assisted with the product management for Scotch Brite™ and selected retail products in the Scotch™ Tape range and the Post-it® Note range. Also served as an advisor for the Young Achievers Program.

May 1996 – Dec 1996 · 7 mos · London, United Kingdom

• Various short term contract roles whilst living in London

Apr 1994 – Mar 1996 · 1 yr 11 mos · Sydney, Australia

• Responsible for the implementation of marketing communication activities for the consumer electronics division. Also performed the role of Chairperson of the Joint Consultative Committee.
• Awards: Employee of the Month.

Feb 1987 – Jan 1994 · 6 yrs 11 mos · Sydney, New South Wales, Australia

• Various retail roles in Myer and Coles (plus a stellar period of being a Pizza Hut driver)