It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
Medibank has recruited former Kathmandu’s former CMO as its new group general manager of marketing and brand.
Tamalin Morton started as Medibank’s new marketing leader in December after a year as group general manager of sales and marketing at retailer, Kathmandu. She spent seven years at Kathmandu in total, originally as the group general manager of marketing.
Prior to this, Morton was brand strategy manager at Coles Group, marketing manager at Coles Express, and a brand manager at Bass plc.
Morton told CMO her top-line priorities will be to support the growth of Medibank in line with its business strategy, as well as build the brand platform and positioning around its ‘better health’ approach.
Medibank kicked off a ‘Generation better’ brand message in 2013, launching a series of complementary campaigns including its #genbetter social hashtag.
Morton said she felt a strong personal alignment with the Medibank brand and its customer-oriented purpose around ‘better health’.
Her appointment comes six months after former GM of marketing and digital, Chris Carroll, was promoted to GM of the group’s ahm Health Insurance brand. Medibank also appointed Douglas Brown as its GM of digital and data in September. He was formerly GM of strategy and innovation.
In an ASX statement following Morton's departure, Kathmandu announced it was promoting general manager of business development and sustainability, Paul Stern, to the new role of general manager, marketing online and international, from 1 December.
Stern has been with the retailer for five years and was previously the general manager of marketing at Kmart.
Medibank, Australia’s largest health insurance provider, listed on the Australian Stock Exchange last November after raising $5.7 billion through an institutional and retail offer. At the time, it was described as the largest float in Australia since Telstra’s $14 billion partial listing in 1997.