CMO50 One to Watch joins Rawson Group as head of marketing


Former Aurora Expeditions head of marketing and CMO50 One to Watch, Victoria Primrose, has joined Rawson Group as group head of marketing.  

The new role sees Primrose driving strategic development and marketing strategy for the Rawson Group brands, which includes Rawson Homes, Thrive Homes, Rawson Communities and Mint Loans. She reports to general manager of sales, marketing and product, Doug Phillips, and is replacing Alex Pettigrew, who has been promoted to the newly created role of general manager of strategy and customer experience.  

“I was attracted to the Rawson Group because of its genuine commitment to employees, which to ensures the right foundation is in place to deliver excellent customer service,” Primrose told CMO. “The team definitely walks the walk. The Rawson Homes’ recent ‘Three birds dream home’ campaign was also a truly innovative campaign within the home building sector. I am excited at the opportunity to bring further innovation.  

“In addition, I love the idea of working in a sector that adds real value to people’s lives. It doesn’t get much better than building someone’s forever home.”

Credit: Victoria Primrose Victoria Primrose

Primrose said she’ll be drawing on her experience in a diverse range of industries for the new position. Most recently, Primrose was head of marketing for Aurora Expeditions for three years, a role which saw her recognised as a ‘One to watch’ in the CMO50 2020 edition. The travel company has recently brought on its first c-level marketing chief. 

Primrose also boasts of experience across travel, FMCG, retail media and fintech, working for organisations such as Shopper, MoneySuperMarket, Lindt & Sprungli and Johnson & Johnson.

“This new role is very multifaceted and requires strong skills in brand, above-the-line, digital, CX and retail strategy,” she continued. “I will also be bringing an understanding of products with a lengthy consideration period and purchase to usage timeframe, as well as drivers of big-ticket item purchases.  

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“My experience in consulting has also allowed me to get up to speed on a completely new industry quickly, and I really enjoy the learning process.”

While there’s no doubt plenty to do, the first task for Primrose is to get up to speed on the construction/home building sector. She’s also working to finalise plans for 2022 against the changing market environment and plans to recruit for newly created roles in an expanding marketing team.

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