Bupa, SocietyOne appoint new CMOs

Bupa promotes director of brand to top marketing post, while SocietyOne brings is former global CMO for OFX to join its executive ranks

Jane Power, Bupa's new director of marketing
Jane Power, Bupa's new director of marketing

Two new executive-level CMOs have joined Australia’s marketing leadership ranks this week following appointments at Bupa and SocietyOne.

Just days after announcing that its marketing director, John Moore, had been promoted to a customer experience role in the UK, Bupa has confirmed director of brand and health and care marketing, Jane Power, as its new marketing chief.

Power has been with the health insurance provider since 2013 and played a key role in repositioning the brand towards a more health and care focus. She’s also been Bupa’s global brand lead, assisting the group to expand its brand presence globally, and retains this responsibility under her new director of marketing remit.

Power will now join the Bupa executive team and report directly to incoming managing director, Richard Bowden, who starts in January. The company said it will appoint a new director of brand and health and care marketing at a later date.

Prior to joining Bupa, Power was executive manager of direct life and executive manager of wealth management and direct risk at Suncorp Group. She also previously spent five years at MLC, and was formerly the head of product and marketing at Asteron prior to its merger with Suncorp.

In a note to staff, Bupa people director, Naomi Attwood, said Power had a wealth of marketing and commercial experience that held her in good stead for the director of marketing post.

“More recently, Jane has passionately led our brand strategy for the past two years, bringing the Bupa brand in our Australian and more recently New Zealand markets to life in a new way,” she said.

Power said the marketing group had worked very hard over recent years to reposition Bupa as a broad health and care company, noting the content platform, Blue Room, has a key element in this approach.

“We know those efforts are making a real difference to the way our customers feel about the brand as a whole,” she said. “For that reason, our marketing activity will continue to focus on making that real difference in health and care, particularly delivering on the experiences that are important to our customers and people.”

Lending marketplace owner, SocietyOne, also announced a new CMO this week, appointing former global CMO for OFX (OzForex), Maria Loyez, to its executive ranks. She reports directly to CEO and managing director of SocietyOne, Jason Yetton.

Under the new post, Loyez is responsible for all brand and marketing activities and has been set the task of helping the company achieve its five-year goal to grow borrower customers to 100,000 and take a 2-3 per cent share of the $100 billion consumer finance market.

Loyez has spent the last 15 years in marketing and business development roles. Prior to joining OFX and leading its rebrand, she was director of channel marketing, advice and banking at AMP, with responsibility for B2B marketing for corporate super and AMP Bank. She also spent seven years with Optus and held a number of roles including GM of insights and communication, GM of awareness and acquisition, and head of marketing communications.

“SocietyOne is a challenger to the traditional banks and the growth to date is evidence that it’s resonating in the market,” Loyez said. “The brand comes from a desire to create a fairer society and reward both customers and investors and I’m relishing the opportunity to develop the brand as well as driving further growth for the business.”

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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in