Service stations rebranded from Puma Energy to Caltex.
Sales & marketing leadership
From the briefto the business goal.
I help organisations turn marketing strategy into results. The work is the direction, then the budget, the partners and the channels lined up behind it.
Annual marketing budget for the Caltex relaunch at Chevron.
Lift in StarCard applications in the first month after relaunch.
Google ranking for “truck insurance”, from position 41 in six months.
01 — About
Senior judgement, then delivery.
For more than twenty years I have led marketing for national brands in fuels, insurance, equipment finance, retail and heavy vehicles. I have managed multimillion-dollar budgets, reported into global teams, and directed the agencies who bring the work to life.
I adopt useful technology early. That now includes the governance required as generative AI scales inside marketing teams — keeping what the brand says accurate, consistent and fit to publish.
Recent engagements include interim Chief Marketing Officer at Price Attack, national marketing at Iplex Pipelines, and Head of Marketing for Caltex in Australia.
A clear direction, then the partners and channels aligned to the goal behind the brief.
02 — Approach
Four priorities that turn
strategy into performance.
- 01
Strategy that can be funded
Direction an executive team can sequence, govern and stand behind — not a deck that stalls after the workshop.
- 02
Brand and partnerships
Relaunches, sponsorship frameworks and the commercial deals that put a brand back in market with a point of view.
- 03
Digital and customer experience
Websites, CRM, ecommerce and the measurement that shows what actually moved quotes, policies or conversion.
- 04
Interim leadership
A steady hand when a team, a campaign or a relaunch needs senior marketing judgement in the seat.
03 — Selected work
National brands, commercial outcomes.
Chevron · 2021–2024
Caltex, back in Australia.
Head of Marketing for the national relaunch across retail fuels and commercial lubricants. A cross-functional team covering B2B, retail, loyalty, fuel card and digital. More than 250 sites moved from Puma Energy to Caltex. CaltexGO and Caltex Rewards launched. Star Mart’s convenience offer redesigned. StarCard relaunched, with applications up 140% in the first month. Multi-year partnerships with the Brisbane Lions and the West Coast Eagles.
NTI · 2018–2021
From broker-led to a digital brand.
Built NTI’s first end-to-end sponsorship framework and launched the Supercars partnership, with Truck Assist in market alongside it. Digital marketing introduced into a broker-led business. “Truck insurance” moved from Google position 41 to number one in six months. Marketing-sourced policies grew 40% year on year for two years, and marketing-generated quotes grew 60%.
SilverChef · 2015–2018
GoGetta, in market and on track.
National Marketing Manager for SilverChef. Led social, content, digital and media for GoGetta, and a $5 million annual budget across national and regional campaigns. Introduced the Profitable Hospitality brand with the board and executive team.
Commercial vehicles
Penske, Hino and UD.
General Manager of Marketing at Penske Commercial Vehicles, putting Western Star, MAN and Dennis Eagle in front of customers under one Penske brand. Before that, marketing and communications for Hino Australia, and four years as Marketing and Communications Manager for UD Trucks across Oceania.
04 — Brands
A record of the work.
Organisations from twenty years of marketing leadership, agency direction and public relations. Shown as a career record, not as current clients.
05 — Experience
The roles behind the work.
- 2026 — now
Head of Partnerships & Customer Success, BrandHalo
Brand infrastructure for organisations adopting generative AI. Brisbane.
- 2026 — now
Specialist - Marketing & Communications, LuminateCX
Independent marketing, data and customer-experience advice for executive teams.
- 2025 — 2026
National Marketing Manager, Iplex Pipelines
Contract. Brand, digital, product marketing and customer experience.
- 2025
Interim Chief Marketing Officer, Price Attack
Six-month executive contract. Ecommerce conversion up 10%. Cost per acquisition down 12%.
- 2021 — 2024
Head of Marketing, Chevron — Caltex Australia
National relaunch. $15 million annual budget. Australian leadership team.
- 2018 — 2021
NTI
Customer experience and partnering, then digital marketing and partnerships, then national development.
- 2015 — 2018
National Marketing Manager, SilverChef
GoGetta and the introduction of Profitable Hospitality. $5 million budget.
- 2014 — 2015
General Manager, Marketing, Penske Commercial Vehicles
Western Star, MAN and Dennis Eagle.
- 2013 — 2014
Manager, Marketing & Communications, Hino Australia
Sydney.
- 2008 — 2012
Marketing & Communications Manager, UD Trucks Oceania
Sydney.
- 2004 — 2008
Public relations and sport
Transport Publishing, with clients including Lotus, Proton and SsangYong. Queensland Rugby and GPS Rugby. Sherrin Motorsport.
“I would recommend Cris to any business looking for a professional.”
“A hard working marketing professional, completely comfortable with contemporary marketing tools.”
06 — Contact