Wake, who joined JCDecaux in 2011, was previously Marketing Director and has successfully led Australia’s leading out-of-home company’s marketing for its digital transformation and data capabilities, including the launch of the Digital Citylights last year, as well as research and communications initiatives.
Wake has an 18 year career in the media industry, and prior to joining JCDecaux was Research and Strategy Director with Initiative.
At JCDecaux, she has led several key programs including becoming the first Australian media owner to partner with Data Republic giving the company access to geospatial, behavioural and transaction level insights from a library of proprietary data; establishing the Pigeon Project, a dedicated online research community of consumers who engage with JCDecaux campaigns to provide advertiser insights; and the launch of Orbit, JCDecaux’s proprietary geospatial planning tool developed for marketers and media planners to maximise campaign impact.
Commenting on her promotion, O’Connor said: “Essie has made an invaluable contribution to building our company. Initially charged with leading trade marketing activities, Essie’s capabilities and tireless commitment warranted her promotion to our local management board. Her good counsel and general business acumen has been instrumental in her role as a board member.
“As we enter ‘JCDecaux 3.0’, Essie’s qualities will help steer the business in a broader marketing sense. Essie has moved well beyond her initial remit, and the new CMO role recognises that, and more importantly acknowledges the increasingly important role that marketing, and all that it now encompasses, will aid in the growth of the company over the coming period. I cannot think of anyone more competent than Essie to take on this critical responsibility.”
Essie Wake said: “JCDecaux is a fantastically innovative and progressive business both in Australia and globally. It’s commitment to innovation and design, as well as the investment in digital and data capabilities to offer advertisers in-depth, dynamic knowledge about our audience, makes it an exciting time to lead marketing as we enter a new era of growth with much more to come.”
Wake’s appointment follows the promotion of Max Eburne to the newly-created role of Chief Commercial Officer late last year.
Wake’s appointment is effective immediately.