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

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
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in