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Going Green: Greater interest in B2B marketing swells staff at Melbourne-based Green Hat, led by former BMW Group Australia BMW Group Australia marketing exec Stuart Jaffray.


FORMER general manager of marketing for BMW Group Australia, Stuart Jaffray, has become managing director of Melbourne-based B2B marketing company Green Hat.

It is the first time Green Hat has appointed a managing director.

Mr Jaffray was with BMW for 11 years before moving to Publicis media agency Starcom in 2018 where he was managing director of its Melbourne operation for three years.

In his new role he will report to CEO and co-founder Andrew Haussegger.

Mr Jaffray has more than 20 years’ experience in marketing, on both the client and agency sides of the industry. He has also worked for creative and CRM agencies in Australia and the UK.

Mr Haussegger said: “B2B marketers are looking for ‘B2B’ solutions to their marketing challenges. It needs a different approach to consumer marketing.

“We’re excited we have secured the services of Stuart, who brings the right blend of thinking that I am sure will inspire our clients as well as our team.

“Growing and measuring B2B brand awareness, the rise and rise of account-based marketing (ABM) and rapid digital adoption are the key themes. We are accelerating our product and strategic proposition to support our clients in this fast-evolving landscape.

“Stuart’s diverse skillset and leadership experience will be a key ingredient in our growth.”

Mr Jaffray said: “I am super excited to be joining Green Hat. Andrew has built a fantastic business with a clear purpose and position.

“The agency has a terrific client base and a skilled, experienced team. My focus will be to further elevate the capabilities of the agency from a talent and product perspective ensuring that Green Hat continues to deliver transformative growth for its clients.”

Green Hat said strong growth had also led to the appointment of Joel Thomson as content director and Lisa Degen as ABM director.

By Neil Dowling

AdTorque Edge