They say that “change is the only constant”. It’s fair to say that in the 20 years I’ve been in marketing positions, the role of the CMO has changed completely.
ANZ has snatched Google A/NZ boss, Maile Carnegie, as its new group executive of digital banking, uniting its digital and innovation strategy and remit under one leadership post.
The new role sees Carnegie reporting directly to the banking group’s CEO, Shayne Elliott, as well as becoming a member of the group executive committee with responsibility for marketing including ANZ’s brand, advertising and sponsorship.
She is tasked with the strategic development and delivery of digital experiences for the bank’s 8 million retail, commercial and institutional customers, as well as staff. This encompasses digital projects, innovation and strategic relationships across the fintech space. ANZ said Carnegie will also have shared responsibility for the financial results of the bank’s Australia and New Zealand divisions.
“Digital banking is at the heart of our strategy to create a superior experience for our customers and our people,” Elliott said in a statement.
“We have a great digital foundation with applications such as GoMoney and FastPay and the recent redevelopment of anz.com. Maile’s appointment recognises that digital is central to driving revenue growth and to successfully competing in a changing and disrupted environment where technology and brand are key sources of differentiation.”
Elliott also expected Carnegie’s appointment would help foster a group-wide innovation culture at ANZ. She takes up the new post in July.
ANZ announced a restructure of its operations in January, flagging its decision to also bring on a dedicated group executive responsible for digital transformation. Overall, ANZ’s management reshuffle was aimed at improving its focus on retail, commercial and institution customers and business as a regional and global play.
A spokesperson confirmed marketing functions, which previously reported to group executive of ANZ’s wealth division, Joyce Phillips, will now report into Carnegie directly.
In an interview with ANZ’s custom publication, BlueNotes, Carnegie said banks need to look to solutions from the tech sector to succeed in an increasingly digital market, even as she noted banks have always been in the tech game.
“I think if you aren’t a tech company or you’re not on the way to becoming one, you’re in big trouble,” she was quoted as saying. “While [digital] strategies can’t be shoehorned in [to a bank], you can absolutely look at the principles of how you create an innovation engine, one that’s going to run hard enough and fast enough to win in the 21st century.”
Google is now looking at both internal and external replacements for its top local post. CMO understands Carnegie finishes at the search engine giant at the end of March.