In Episode 18 of the BITE BIG podcast, I sat down with Astrud Burgess, Group Chief Marketing Officer of ANZ, to explore exactly that.
From her early start on the retail floor to becoming one of Australasia’s most influential CMOs, Astrud’s journey is a masterclass in backing your instincts, leading with integrity, and biting big, with joy at the centre.
This simple mantra, Astrud’s personal philosophy, sits at the heart of how she leads and lives.
It’s a powerful reminder that chasing professional success should never come at the cost of daily fulfilment. “I’m a job kleptomaniac,” Astrud laughs. “I say yes to everything. But now I ask myself, will it bring joy?”
Optimising for joy isn’t about avoiding discomfort. In fact, Astrud embraces challenges like speaking gigs and complex data projects. But she’s learned to find the joy in the after, the sense of accomplishment, growth, and connection.
With a background in maths and a deep love for numbers, Astrud is unapologetically commercial in her approach. “Early on, I talked almost exclusively about the numbers,” she shares. “It won respect and gave space for the creative to shine.”
But over time, she’s grown to trust another kind of data: intuition. “Intuition is just your internal algorithm, made from thousands of decisions over time.” When gut instinct is backed by experience, Astrud believes it becomes one of the most valuable tools in a CMO’s arsenal.
In industries like financial services, brand has a job to do, and it’s not just about look and feel. “Brand is the trust engine,” Astrud says. “It gives meaning and memorability to every other message.”
Under her leadership, ANZ’s We Do How platform has shifted the bank’s tone from institutional to human — playfully clever, never flippant. “We want the smile in the mind,” she explains. “Not jokes. Just something that makes people lean in.”
Astrud’s long-term relationship with ANZ’s creative agency, spanning over 12 years, is rare in a market obsessed with reinvention. But her belief in collaboration, respect, and honest dialogue is unwavering.
“I always call Shane, our creative director, when I think he’s wrong,” she says with a grin. “Then I let him walk me through the logic. And often, he changes my mind.”
Whether it’s one-on-ones with her team, campaign breakthroughs, or sharing baby otter memes on Instagram, Astrud finds energy in connection. “When I’m flat, I don’t retreat. I walk around and feed off my team’s excitement.”
She curates joy in her downtime too: exercise, meditation (on a good day), and a finely tuned social feed full of fat cats and mini cows.
From speaking about financial literacy for women to pushing her team to take risks, Astrud is a passionate advocate for gender equity and inclusion.
“Women often apply for roles only when they’re 100 percent ready,” she notes. “We have to remind them that their uniqueness is what they bring to the table. If you conform, you’re doing everyone a disservice.”
Taking on the Group CMO role while already managing a large portfolio was a bold move, but not one without friction. “At one point, I felt I’d lost my balance. Then I realised I actually enjoy the work. And joy isn’t about hours worked. It’s those little breakthroughs, those electric conversations.”
Her advice to the next generation? Don’t let nerves get in the way of excitement. Do what brings you energy and the excellence will follow.
In honour of Astrud’s values, we’ve donated $500 to Orange Sky, an organisation supporting people experiencing homelessness with free laundry and shower services. “It’s about restoring dignity,” she says. “Sometimes safety doesn’t look like a house. Sometimes it’s a warm shower and clean clothes.”
Astrud Burgess isn’t just a numbers-driven CMO or a values-led leader. She’s a living example of how guts, grit, and grounded joy can redefine what brand leadership looks like.
At The Edison Agency, we believe in the kind of creative bravery, emotional intelligence, and strategic firepower that Astrud embodies. Women like her are shaping not just brands, but the future of work.
Want More?
🎧 Listen to the full episode; Amber Bites Big with Astrud Burgess, via Spotify, Apple, or wherever you get your podcasts.
👉 Follow The Edison Agency and Amber Bonney for more electric conversations with boss women leading big brands, and keep up to date on the latest episodes via Bite Big’s instagram.
