Former Kathmandu marketer takes up reins as Medibank GM of marketing

New CMO says she will focus on support Medibank's business growth as a publicly listed company and its 'generation better' brand message

Tamalin Morton
Tamalin Morton

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’.

Read more: Measuring up to expectations: Medibank's customer analytics roadmap
Optus, Medibank sharpen up predictive analytics efforts

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in