Tabcorp customer chief Jenni Barnett stems digital haemorrhage to snappier rivals; bins bad media deals, restructures teams, now gunning for 10x conversion via ‘personalisation to context’

Since leaving Telstra to take on a wide-ranging c-suite role at Tabcorp – spanning product, data and data science, customer experience and personalisation, brand, marketing and sponsorship with revenue responsibility – Chief Customer Officer Jenni Barnett has hit the turf running. The betting firm was haemorrhaging customers to digitally-savvier, free-spending rivals like Sportsbet and Ladbrokes. One year in, she’s stemmed the flow after launching a new app and migrating nearly a million customers within months to make the Spring Racing Carnival, driving ten updates since and KPI-ing the whole firm on digital revenue share. Customer experience is the key battleground per Barnett – and she’s front-running regulation and pulling Tabcorp out of daytime TV. To reel-in rivals she’s undertaken a sweeping overhaul of the marketing, digital, data and product teams and their capabilities – and pushed talent to develop quickly. Game on.See omnystudio.com/listener for privacy information.