AMI's new CEO Lauren Hyde sets sights on skills, AI and professional development

The Australian Marketing Institute's (AMI) incoming CEO Lauren Hyde is looking to expand the organisation's professional development offering and explore new partnerships as marketers grapple with the accelerating pace of AI and changing consumer behaviour.

Hyde, who joins from education publisher Cengage ANZ, where she was managing director, takes the helm as the 93-year-old institute looks to build on membership growth and strengthen its role in supporting the marketing profession.

Speaking to MARKETING-INTERACTIVE following her appointment, Hyde said understanding where AMI currently delivers value, and identifying opportunities to do more, would be central to her early priorities.

"I think keeping up with the pace of change is a fundamental challenge for the marketing profession, as it is for many industries and professions at the moment," she said.

She pointed to her background in education, including previous APAC leadership roles at Pearson, as an area she hopes to draw on in the new role.

"I've got both education products and services, and partnerships as a key component of that experience. So I'll be looking to bring some of that into the role and see where we can bring some of those concepts into the organisation to add that value."

Her appointment comes as the marketing profession confronts rapid changes in technology, data and customer expectations, with AI increasingly reshaping how organisations operate and connect with consumers.

Hyde said marketers were particularly exposed to these changes because of their proximity to customers and the responsibility of translating changing behaviour into broader business decisions.

Beyond AI, Hyde sees further opportunities for AMI to support marketers throughout their careers, including through formal education, training and professional development for both individuals and corporate members.

"I think our focus remains maintaining that progression through the marketing career and stages of that career, and really working out where have we got strengths today, but also where are there opportunities for us to add more value," she said.

Hyde succeeds acting CEO Kathryn Illy, who will support the leadership transition until the end of October before returning to AMI's national board.

In announcing the appointment, AMI chair Kristie Atkins said Hyde's experience across education and marketing would support the institute's commitment to advancing marketing as a respected, trusted and future-ready profession.

Atkins also pointed to continued membership growth, AMI's Certified Practising Marketer (CPM) network and the success of its recent Marketing Excellence Awards and inaugural CPM Summit.

Hyde, who attended the recent events before her appointment was announced, said the experience had given her an opportunity to observe the institute from a member's perspective.

"We have a very strong membership base. We have a lot of people that attend our events, and I'll be looking to see again where we can add even more value and bring more conversations to the table for those events ongoing," she said.