The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
IAG promotes Merrick to GM of consumer marketing and customer experience
Insurance group promotes senior marketing leader to cover all of the NRMA Insurance brand from a marketing and customer experience perspective
IAG has promoted senior marketing leader, Jane Merrick, to general manager, marketing and customer experience, within its Australian consumer division.
The new role sees Merrick leading marketing, product design, customer communications, customer relations and customer experience for the insurer’s largest personal insurance brand, NRMA Insurance.
Merrick was previously head of marketing for IAG’s personal insurance division and had overall responsibility for customer marketing for NRMA Insurance, SGIO and SGIC. Among her achievements was introducing the ‘NRMADE Better’ proposition.
She joined IAG back in 2009 as a senior manager for CRM and research.
“Through bringing together each of these disciplines we can leverage information and assets from across the business to help us create a more customised brand experience,” Merrick said in a statement.
“I’m excited to have the opportunity to connect insights from across these areas to develop a more compelling customer value proposition and in turn, better service our customers.”
IAG’s executive general manager, customer and underwriting, Tracy Green, said Merrick brings significant experience and an in-depth knowledge of the business and customers to the new post.
“Jane has been fundamental in building customer awareness and advocacy for our consumer brands during the seven years she has been with IAG,” she said.
Merrick has more than 20 years marketing experience and previously worked for Vodafone and American Express.
She was also one of 30 marketers selected to participate in the inaugural Marketing Academy, and was voted one of the top 50 most innovative marketers in our CMO 50 list for 2015.
IAG recently announced a restructure of its entire business in order to place more emphasis on customer experience and engagement.
You can read her profile in the CMO50 here.
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