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!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in