Bupa marketing director promoted to UK customer experience role

John Moore's efforts to bring customer-centric thinking, digital and experience into the heart of the health insurance provider's strategy sees him elevate to UK role

John Moore
John Moore

Bupa’s marketing director, John Moore, has been promoted to a newly created role in the health insurance group’s corporate HQ from 2017.

Moore’s new role will focus on accelerating and building Bupa’s customers’ digital experience and is aimed at helping the group become a customer-first and digital leader globally, the company said in a statement.

Moore has been leading Bupa’s A/NZ marketing team for more than three years and has been listed for the last two years among CMO’s top 50 most innovative marketers in Australia. One of his major achievements during his tenure has been spearheading the creation of The Blue Room, a content marketing initiative driven by supporting customer health and care needs.

The content play is part of a wider strategy aimed at repositioning the brand around experience.

Moore said he was excited about the chance to drive customer-led digital experiences on a larger scale across Bupa’s wider business.

“Everything we do is built on delivering positive experiences to our customers and we’ve got to be creative with how we meaningfully engage with our customers,” he said. “Customer-led digital experiences play a key role in that, with a focus on understanding trends and delivering solutions that can make a real difference to our customers and people.”

Bupa A/NZ managing director, Dean Holden, thanked Moore for his work over the past three years and highlighted the latter’s efforts to put customer centricity, digital and innovation at the heart of its go-to-market strategy. He said Moore was also responsible for introducing new ways of working that helped this more customer-led approach, such as agile and human-centred design.

“In that time, his team has repositioned our brand in the market, bringing the great things we do to life through stories that demonstrate the breadth of what we do and in turn, help Bupa be known for making a difference in health and care,” he said.

Bupa said it’s now in the process of finding Moore’s successor as marketing director for A/NZ.

Moore is the second local CMO to be promoted to an overseas role this week. Mercer’s chief customer and marketing officer for Pacific, Renee McGowan, has also been promoted to a global business operations role and will relocate to New York in coming weeks.


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:+google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Oracle is toothless, it has zero. They don't understand what AI is.

Ilya Geller

Exclusive CMO interview: Where Oracle is heading with AI in marketing

Read more

The concept of liquid expectations is on the rise, and happy customer experience directly relates to the ease of finding a solution. Most...

Karanbir Singh

New digital trends report predicts a year of liquid customer expectations and design thinking

Read more

Great article, Thanks for sharing with us. I would like to recommended list of top customer loyalty software for small to large scale of ...

Matts Frigian

How brands are ramping up customer loyalty program spending in 2017

Read more

“We’re in an arms race for finite attention.”What a statement that is. I am so glad that someone of Steve's caliber comes out about the m...

Peter Strohkorb

Marketo CEO: Ditch the volume game, focus on value

Read more

Hello Greetings for the day. As I am also looking to stabilize gym with Hypoxi in india place called Delhi. And I have gone through your ...

Dhruv singh

Goodlife gets business ‘in shape’ with real-time analytics

Read more

Latest Podcast

More podcasts

Sign in