CMO profile: Playing the long brand game at Monash IVF
Monash IVF s marketing chief talks through the new brand positioning and marketing strategy she s employing to drive category leadership and engagement Fiona Allen Keeping one eye firmly fixed on the long game while securing incremental wins – and executive trust – is the best way of describing Monash IV chief marketer, Fiona Allen’s, approach to the fertility service provider’s marketing strategy.
Appointed as chief marketing officer in July 2019, Allen had the benefit of nearly nine months of prepatory work on Monash IVF’s fresh brand positioning before the COVID-19 global pandemic struck and shut down fertility services across the country. As she tells