What happens when one of Australia's largest media companies stops treating audience data as separate silos and starts seeing every customer as a single connected individual?

In this episode of The CMO Show, Mark Jones sits down with Suzie Cardwell, Chief Data, Product and Technology Officer at Nine Entertainment, to unpack the transformation that has reshaped how Nine understands audiences, serves advertisers, and drives growth.

Suzie reveals how Nine unified consumer data across its publishing, streaming and broadcast brands to build a powerful single customer view. This richer audience intelligence has generated more relevant customer experiences, stronger advertiser outcomes, and more than 200% growth in data-driven advertising revenue. Along the way, Suzie offers candid lessons on securing stakeholder buy-in, leading organisational change, and driving AI adoption across a workforce of nearly 5,000 employees.

If you're a CMO, marketing leader or digital transformation executive looking to future-proof your organisation, this episode delivers a masterclass in turning data from a back-office asset into a front-line growth strategy.