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 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

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

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

Blog Posts

The ultimate battle: brand vs retailer

At the beginning every brand is pure. Every founder with a dream cherishes the brand like a newborn. But very soon that newborn goes out into the big wide world.

Simon Porter

Managing director, Havas Commerce

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

Sign in