Mamamia group marketing director Rob Farmer set to depart

Mamamia’s group director of marketing and partner solutions, Rob Farmer, is set to depart the media company next month.

Farmer, who has worked at the women's media network for five years, is returning to his marketing and brand consultancy, The Inside Out. Farmer launched the consultancy in 2018 and worked alongside strategic marketing consultant Mark Buckman. 

Farmer told Mediaweek, "I've decided to resume being a marketing and brand strategy consultant and will pick up The Inside Out reins from next month. After five years of having a lot of fun helping to transform and grow Mamamia into the premium 'super channel for women', it deserved to be [for] B2B, and further into its 'candid conversation' differentiation [for] B2C, it's time for new problems to solve in 2024.

"Consulting led me to Mamamia in the first place. As an independent you can be non-intrusive and help create value from the inside experience of an organisation out. Because distinctiveness and differentiation drive motivation from the inside out."

Prior to this, Farmer carved out a career in TV marketing in Australia and the UK with roles including marketing director of Foxtel, director of viewer marketing at ITV and director of marketing communications at Freeview. 

Farmer also worked agency side at CHI&Partners UK and was a board business director at BBH. 

Farmer is the latest senior leadership change at Mamamia; Natalie Harvey joined the company as chief revenue officer last year from Seven West Media. Harvey replaced Tony Prentice, who announced his departure in November last year after 11 years with the company. 

Farmer was responsible for B2C & B2B marketing at Mamamia as well as driving commercial partner conversion, campaign effectiveness, retention and growth.

See also: Natalie Harvey makes the move from Seven to Mamamia as CRO