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
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
Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.
According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.
Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...
Clyde Griffith
Forget customer experience, human experience is marketing's next frontier
Great tips for tops skills need to develop and stay competitive
Nick
The top skills needed to stay competitive in a rapidly changing workforce
The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...
Heather
It’s time for marketers to rethink their approach to ‘loyalty’
Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...
Holly Smith
Adidas taps data and technology smarts to build personalised digital engagement with consumers
clearly someone who's jealous and only comments from the safety of being behind their keyboard
Peter Sibson
The purpose of purpose - Brand science - CMO Australia