Asia-Pacific Power List 2025: Jenni Dill, The Arnott's Group

Jenni Dill

Chief marketing officer
The Arnott's Group
Australia
New member  

As chief marketing officer of The Arnott’s Group, Jenni Dill leads marketing, insights, and innovation for some of Australia’s most iconic brands, such as Tim Tams, with a strategic vision and consumer-first approach that drives creativity and business effectiveness. 

Under her leadership, Arnott’s launched the 'Life’s Little Moments' masterbrand campaign in 2022, a data-driven platform designed to reignite consumer love and deliver significant business impact. This campaign has achieved remarkable results, including 10% sales growth in dollar terms and a three-quarter share point increase across the portfolio, a feat described as “phenomenal” by industry leaders given the challenge of moving FMCG super brands like Tim Tams.

Dill’s marketing strategy is grounded in rigorous analytics and marketing mix modelling, which has allowed Arnott’s to isolate the direct impact of advertising on sales, showing a five-fold increase in marketing’s contribution to sales over three years. The masterbrand campaign has also achieved the highest creative effectiveness scores in Arnott’s 160-year history and garnered multiple industry accolades, including the Advertising Council’s Grand Effie and several Gold and Silver Effies in 2023 and 2024, as well as international recognition at the WARC Awards.

Recent product innovations under Dill’s tenure include the introduction of new Tim Tam flavours like strawberries and cream, as well as new taste combinations such as Arnott’s Jatz Chocolate and Arnott’s Shapes x Chiko Roll, reflecting her commitment to breakthrough innovation and consumer engagement.

Dill fosters a culture of continuous improvement and creativity within her teams, supported by a test-and-learn approach where 10% of the marketing budget is allocated to innovation pilots. This leadership style has enabled Arnott’s marketing to operate with agility and sustain growth, with key team members promoted to executive leadership roles in the past year.

Beyond her role at Arnott’s, Dill is a prominent figure in the Australian marketing industry. She serves as chair of the Australian Association of National Advertisers (AANA), where she advocates for advertising self-regulation and higher industry standards. She is also a judge for the Australian Effies, a Fellow of The Marketing Academy (USA), and a graduate of the Australian Institute of Company Directors.