Interbrand Australia appoints New York’s Paola Norambuena to the role of chief strategy officer

Following significant growth over the last 12 months, Interbrand Australia has appointed former New York-based Interbrand chief communications officer Paola Norambuena to the position of chief strategy officer (CSO).

Norambuena has been lured home to Sydney to further grow Interbrand Australia’s world-class brand experience capabilities.

With more than 18 years’ experience across global integrated brand, marketing and creative strategies, Norambuena has curated every level of the brand experience for business including Microsoft, GE, Xerox, Kellogg’s, McDonald’s, P&G, John Deere, AT&T, Nielsen, NBCUniversal and Mars.

Says Nathan Birch, CEO, Interbrand Australia: “Paola brings unique global insight to the power of brand experience, having been instrumental in driving brand and business growth for numerous brands internationally over the years.”

Norambuena also led the development and growth of Interbrand’s Best Global Brands report, its Webby Award-winning news source, brandchannel, and ran partnerships with the New York Stock Exchange and Facebook.

Says Norambuena: “The best part of any brand work is its direct and positive impact on the business itself – certainly, financial growth and expansion, but just as important is its impact on the business’ people and their relationship with the company. That’s the power of great branding – it’s an asset that builds a business long term.

“Interbrand has been my home for 12 years in New York, and it’s wonderful to now be joining such a talented Interbrand team in Australia that is primed for further growth across some iconic Australian brands.”

Says Birch: “It’s great to be bringing in such great talent from all around the globe after achieving significant growth this year, including having created a number of exciting new brands, grown businesses, and developed innovative brand experiences locally and globally.

“In a time where traditional strategic levers for unlocking growth are becoming less effective, brand experience is, in some cases, the only opportunity for brands to be distinct in an increasingly competitive market. As the world’s most respected brand consultancy, we are uniquely positioned against both agencies and consultancies to deliver this.”