PHOTO: Pennell first joined Ray White in 2001
The head of marketing at real estate group Ray White, Lisa Pennell, has left following a long association with the company.
She has been in the top marketing function for over two years, as well as national PR manager in the early 2000s, and said she’s not yet sure what’s next.
“My key ambition was to break the brand out of the category – a category that is most well known for chest beating and the annual gamut of homogenous ‘spring has sprung’ campaigns,” Pennell told Mumbrella.
Her recent achievements, she said, include raising $1.25m for bushfire relief efforts with the industry initiative Beyond Bricks and “[working] our butts off throughout the COVID-29 crisis, setting a new benchmark for marketing at Ray White”, she added on LinkedIn.
“I’m most proud of the high-performing team I built and have had the pleasure of working with, they really rose to every challenge. My experience has confirmed it’s more important today for a CMO to be a strategic and strong leader who’s able to bring together disparate specialist skills and enable collaboration, than to be a traditional marketer,” she told Mumbrella.
“I walk away from the group having achieved incredibly strong metrics in all areas and am now looking forward to a break to refresh and reconsider my next challenge.”
Under Pennell’s leadership, Ray White launched its first brand campaign in its 116-year history in 2018 featuring Rhys Muldoon.
The campaign became national and eventually made it onto television screens. The brand had not advertised on TV for 30 years.
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