Karl Treacher (GAICD) is the CEO of The Brand Institute of Australia and an Associate Professor at Griffith Business School specialising in corporate brand reputation governance. He has 20 years’ experience working with tier-one brands, boards and business leaders and is recognised as an expert in organisational reputation, brand, culture and experience alignment.
As an authority in corporate reputation, Karl has provided education for the Australian Institute of Company Directors and has led boards and executive teams through the repositioning of many of Australia’s iconic companies. Karl recently led NAB’s retail experience program and was heavily involved in the evolution of Bupa (HI Retail), APRA, PwC and RACQ’s customer environments and experiences.
In addition, Karl has worked with a range of high-profile individuals including Arnold Schwarzenegger, Mike Baird (NSW Premiere) Guy Leech and the 2017 Australia of the Year, Alan Mackay-Sim. Karl is an accomplished strategic leader and has been invited to speak at TEDx, CEDA, and for many years was a global strategy advisor at McCann Worldgroup.
Karl’s background in human science, creative advertising and culture & experience development equips him with the unique ability to effectively influence markets and drive brand performance through three interconnected functions: Marketing, Culture and Customer Experience. Karl was the resident brand and culture expert at Marketing Magazine from 2010 – 2016, studied organisational leadership at Oxford University and has written for a wide variety of industry publications authoring of over 65 articles.