Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.
Commonwealth Bank’s chief marketing officer, Vittoria Shortt, has been promoted to group executive of marketing and strategy.
The new role sees Shortt reporting directly to CEO, Ian Narev, as a member of the group executive committee, effective immediately.
The move comes after former group executive, group strategic development, Rob Jesudason, switched to group executive of international financial services in November.
In a statement, Narev pointed to Shortt’s credentials in the banking sector and her track record of achievement over her 13-year career with the CommBank group.
Shortt joined initially in 2002 and has held a number of roles across both the CommBank and Bankwest retail banking brands including customer-facing, operations and strategy leadership roles.
She took over the post of interim then permanent CMO following the departure of Andy Lark in May 2013. Prior to that, she was executive general manager of direct channels for CommBank.
“Vittoria’s combination of skills has given us the opportunity to combine our marketing and strategy functions, which is a natural step given our on-going focus on customer service as the keystone of our strategy,” Narev said.
“I am delighted that she will join our senior leadership team.”
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