Can You Shift a Legacy Brand into a Modern Tech Business?: Insights from FUJIFILM Business Innovation Australia | CMO Chats by The Ortus Club

Courtney Cusack, Head of Marketing at FUJIFILM Business Innovation Australia, shares how leading a major brand transformation requires far more than a new visual identity. In this conversation with The Ortus Club, Courtney explains how Fujifilm is repositioning itself from a legacy print and camera company into a modern B2B technology provider by redefining its purpose, customer messaging, and market positioning. She discusses why marketers must move beyond impressions and click-through rates to become accountable for revenue, pipeline growth, and measurable business outcomes, while balancing short-term demand generation with long-term brand equity. Courtney also explores the growing complexity of non-linear buyer journeys, the importance of breaking down internal silos through cross-functional collaboration, and why today's marketing leaders should embrace curiosity, challenge assumptions, and refuse to stay in their lane. At the centre of her leadership philosophy is the belief that the modern CMO is a connector, bringing together teams, strategy, customer insight, and commercial outcomes to drive sustainable business growth.🎧 Listen to the full interview and subscribe for more conversations with today's leading marketing executives.#TheOrtusClub #KnowledgeSharing #CMOChats #BrandTransformation #B2BMarketing #DigitalTransformation #CustomerExperience #FUJIFILM