Interbrand Australia names Paola Norambuena as Strategy Officer

23 October 2018 Authored by Consultancy.com.au

Global brand consultancy Interbrand have announced that brand communication executive Paola Norambuena will be firm’s new Chief Strategy Officer in Australia.

Paola Norambuena’s appointment means that the new CSO will leave her base in New York and return home to Australia. Starting off her career as the Marketing Manager for Seafolly Australia, Norambuena went on to direct big names in the branding world such as VB Concepts, Prahna Marketing & Strategic Services and Eventive Marketing.  

In 2006, Norambuena joined Interbrand’s Verbal Identity – the consulting firm’s identity design and corporate/consumer brand strategy arm – as Executive Director. By 2015, she moved into the position of Interbrand’s Global Chief Communications Officer working out of the firm’s New York office. 

She has worked with some of the world’s largest companies including Microsoft, Intel, the Bank of America, General Motors, while also having been involved with the Sydney Olympics. “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,” said Interbrand Australia CEO Nathan 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.”

Interbrand Australia names Paola Norambuena as new CSO

Birch continued; “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.”

During her time with Interbrand, Norambuena has developed the firm’s digital marketing, content strategy, partnerships, and thought-leadership efforts. Included in this is acting as a publisher for the firm, with works including Best Global Brands – the annual global analysis – as well as the creation and launch of Interbrand Breakthrough Brands platform. She has also worked as the publisher of Brandchannel.com

“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,” said Norambuena, commenting on her appointment. 

“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.”

In related news, ex-Interbrand consulting leader Manfred Abraham’s newly founded consulting firm BrandCap has just opened its first office in the Asia Pacific and second outside the UK. Focused on the huge market inside China, the new office located in Hong Kong offers clients creative thinking designed to transform organisational performance.

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