Former McDonald’s CMO Jenni Dill joined the old but iconic Arnott’s in the same role 18 months ago after US private equity firm KKR paid $3.2 billion for the business from Campbell's. Rather than stripping out costs in pursuit of rapid profit, the new owners are investing to build Arnott’s return as a contemporary Australian iconic brand. The growth plans are ambitious and, in the case of a sell-out of Tim Tam perfume, unconventional – but this year will see Dill and her team put the foot down to accelerate an all new Arnott’s. A booming retailer media sector, by the way, is promising for Arnott’s growth but Dill remains pragmatic on its potential. For now, it’s sitting at circa 10 per cent of the biscuit maker’s budget.