AMI Appoints Interim CEO as Rival Marketing Groups Enter Market

The Australian Marketing Institute has appointed Kathryn Illy as interim chief executive, following the departure of Bronwyn Heys after four years leading the organization.

The leadership change comes as two new marketing groups enter the Australian market, directly competing for members the AMI has traditionally served.

Illy Steps Into Role Amid New Competition

Heys stepped down to pursue a chief marketing officer role elsewhere. During her tenure, she drove membership growth, revenue, and developed AMI's marketing competency framework.

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Illy brings over 20 years of marketing experience across both business-to-business and consumer marketing. Her previous roles include General Manager of Consumer Marketing at Destination NSW and Director of Brand and Marketing at PwC Australia, with earlier experience at Macquarie Group and Commonwealth Bank.

Responding to the new market entrants, Illy adopted an inclusive tone. "A high tide will help all ships," she said, adding that AMI's education programs, mentoring initiatives, and university partnerships support marketers across their entire careers.

Two New Groups Target Affordability Gap

The Sydney Marketing Community launched in February, founded by Michael Apte, General Manager of Strategy at Guide Dogs NSW/ACT. The group uses a free membership model with paid event access and has already attracted 1,000 members.

Apte cited a clear gap in the market. "When I started my career, I would have been grateful for more opportunities to meet marketing peers, but I really struggled to find opportunities to connect," he said. He estimates there are 50,000 marketers in Sydney alone, suggesting room for multiple organizations to coexist.

The Marketing Club, which originated in New Zealand and recently expanded into Australia, charges up to US$240 annually. Paying members receive free event access. Founder Chanel Clark is also converting the New Zealand entity into a not-for-profit organization. "I was priced out of what was available when I was starting, so I really believe in making more access and opportunities to people at all stages of their careers," Clark said. The club is planning its inaugural Marketers' Day conference in Sydney, followed by an Auckland event.

Unlike AMI and the Australian Association of National Advertisers, both new groups are registered as for-profit businesses, a structural distinction that may matter to corporate members and university partners evaluating formal affiliations.

AI Navigation Identified as Strategic Priority

Illy indicated her immediate priorities include helping members navigate AI advancement and broader industry transformation. The urgency is supported by recent survey data showing 86% of Australian marketers report increased content demand, with 63% expecting content volumes to grow fivefold by 2027. Currently, 43% use AI for content creation and 82% plan to expand that use.

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AMI's stated competitive position rests on its career lifecycle coverage, from university graduation through to fellowship and retirement, including its university partnerships. Illy serves on the UTS School of Communications Advisory Board, reinforcing those academic ties.

AMI's leadership transition and the arrival of new, lower-cost alternatives will be closely watched by marketing leaders across Australia and the broader Asia-Pacific region evaluating where to direct their professional development investment.