Jana Kotatko steps up as Brent Smart exits Telstra after four-year brand overhaul

Jana Kotatko will take on the newly created chief marketing officer and retail executive role at Telstra, as Brent Smart prepares to exit the business after four years leading its brand transformation.

Telstra confirmed Smart will step down, with the executive opting to take time out before his next move.

“After an incredibly impactful chapter at Telstra, Brent has chosen to take some time out to recharge his creative batteries,” a Telstra spokesperson said.

“Under Brent’s four years of leadership, the brand has gone from strength to strength. Today, Telstra is one of the top 10 strongest brands in Australia and the fourth strongest telco brand in the world. We also earned the most prestigious award in advertising, the 2025 Canne Lion Grand Prix for Film Craft. That doesn’t happen by accident. Brent and his team have truly transformed our brand and taken it to new heights. His legacy will continue to inspire us for years to come.”

Smart said the timing was right to step away following the completion of a major brand reset.

“I’ve put everything I have into transforming the Telstra brand over the last four years and I’m proud of the impact the brand has had in the business and in the market. I’d like to thank Telstra leadership for their faith and my team and partners for their support. I’ve decided it’s the right time to close this chapter and recharge before I take on the next challenge.”

Smart joined Telstra in 2022 from IAG and led a shift in the company’s marketing approach, including the creation of its +61 agency model and a string of award-winning campaigns.

Kotatko steps into the role with an expanded remit spanning both marketing and retail, signalling closer alignment between brand, customer experience and frontline operations.

She has led Telstra’s retail and regional division for the past two years, overseeing a workforce of more than 5,000 employees and driving a customer-focused operating model.

Kotatko joined Telstra in 2017 and has held several senior roles across the business, including CEO of Belong, executive for customer value management and executive for fixed products.

She brings more than two decades of experience across telecommunications and consumer services, with previous leadership roles at Vodafone Australia, NRMA, 3 Mobile Australia and Cable & Wireless UK, where she led brand, marketing and customer transformation programs.

Her appointment comes as Telstra continues to integrate its marketing and retail functions, with the expanded role designed to connect brand strategy more directly to customer experience and commercial performance.