It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Financial services group, Perpetual, is promoting Kylie Smith to group executive of marketing from September, elevating her to the executive leadership team.
Smith joined Perpetual in December 2013 as GM of marketing and communications. In a letter to staff, group MD and CEO, Geoff Lloyd, said the promotion was a reflection of the importance of marketing and her contribution to strategic growth as well as Smith’s contribution to date.
“Today’s announcement recognises the role of marketing, brand and the digital client experience as key enablers of our lead and grow strategy,” he stated. “Elevating this role in our executive leadership team signals the importance of our investment in strategic marketing as part of our client-centred strategy.”
Notably, Smith will oversee the continued development of the digital client experience across all segments at Perpetual. In his statement, Lloyd noted the group’s new-look website, the introduction of an integrated marketing and communications approach, and the positive impact brand advertising has had on key target segments as examples of Smith’s successes to date.
“We have delivered a well-received uplift over the past year and know there is further opportunity for our clients and our business from continued focus and investment in this area,” he said.
“Ultimately, these investments are about driving growth in clients and revenue, while building on Perpetual’s exception brand for the long term.”
Prior to joining Perpetual, Smith was group head of internal communications at Westpac for just shy of two years. She also covered corporate affairs, communications strategy for channel and was head of marketing and communications at Westpac subsidiary, BT.