Why Mel Hopkins left Optus for Seven CMO gig: Not putting 'lipstick on a pig’; Big transformation plan looms – sharpening marketing, hitching it to the P&L – and her take on the Optus cyber attack

Mel Hopkins says she hasn’t gone to Seven “to put lipstick on a pig”. The former Optus CMO says CEO James Warburton wants “total transformation” – and not just across ratings – so she’s hatched a four-point plan. Hopkins has also committed to linking Seven’s marketing activity and investment directly to earnings and the P&L “in real time”. Anything less, she says, “and I am failing to do my job”. That means growing both the brand and its equity as well the number of eyeballs tuning in as a destination – fast. Hopkins thinks Seven, particularly Seven Plus, can outpoint the streamers and reckons their ad-funded tiers may fizzle out as Covid-driven growth wanes. But just as Hopkins is finding media an entirely different world to telco – it’s way more complex than she realised – she says Seven’s media-focused marketing team must also “sharpen up” when it comes to “strategic marketing and advanced digital marketing”. Plus, Hopkins opens up on the Optus data hack, not sleeping for five weeks, but why living through the experience, in all probability, will pay off.

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