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

Latest Videos

More Videos

fdgfd www.google.com

Caroline Natalia

How WW shifted physical engagement to virtual success in 5 days

Read more

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in