Updated: Ganschow, Ristevski, Kirby join NAB's marketing leadership team

Trio of experienced marketing leaders join NAB to bolster its customer engagement efforts

Karen Ganschow
Karen Ganschow

Three heavy hitting Australian marketing leaders - Karen Ganschow, Suzana Ristevski and Analisa Kirby - are joining NAB’s marketing function as part of an aggressive expansion of the banking group’s customer leadership team.

Ganschow, Westpac’s former general manager of customer relationship management and digital, has signed up to NAB’s marketing leadership team as general manager of consumer marketing and customer strategy. Prior to her more than five years at Westpac, Ganschow led mobile and Internet customer value propositions at Optus. She’s also a board member and former chair of ADMA.

Ristevski joins NAB after more than 12 years with GE, where she was most recently the head of strategy and growth and CMO for Australia, New Zealand and Papua New Guinea. During her time with the group, she held a number of marketing roles across financial services and the wider engineering and manufacturing business.

She takes up the new role of general manager of business marketing and customer strategy at NAB. Ristevski was listed in the CMO50 of Australia’s most innovative marketing leaders in both 2015 and 2016.

The third new recruit is Kirby, who was most recently general manager of product, marketing and communications at QIC. Prior to this, she worked for 12 years at AMP Capital locally, as well as Henderson Global Investors in London. Her new role at NAB is general manager of intermediary marketing, which has responsibility for financial advisers and brokers.

NAB CMO, Andrew Knott, said the trio of women were highly experienced marketing leaders who would bring their clear passion for marketing and for customers to NAB.

“We’ve gone for the best of the best in their respective fields, and I’m very excited to see each of these marketing leaders join the NAB Marketing team,” he said.

“Karen, Analisa and Suzana will all be instrumental players as we continue to tell the More than Money story in 2016 and beyond and ensure we remain a customer-focused organisation.”

The roles represent a restructure of the wider organisation instigated by NAB last year to become more customer focused. This saw the group replace several divisional heads with chief customer officers and reshape the look and feel of its business and personal banking functions.

Among the key changes was a new customer-facing business unit, entitled Corporate and Institutional Banking, which unites the corporate and institution business components of NAB’s former Business Banking division, with fixed income, currencies and commodities and capital financing from its Products and Markets division.

Personal Banking was also rebranded to Consumer Banking and Wealth Management, and will include the Personal Banking network, NAB’s digital-only banking group, UBank, and distribution elements of its wealth management offering. The old Business Banking division, meanwhile, became Business and Private Banking and has an emphasis on SME customers.

Products and Markets also morphed into Customer Products and Services, encompassing Banking and Wealth products, strategy, digital, NAB Labs/Ventures, marketing and corporate affairs.

Other senior marketers on Knott's team are GM of brand experience, Michael Nearhos; GM of customer data and analytics, Patrick McQuaid; and head of marketing planning and operations, Dylan Keith. A spokesperson said the function is also now looking to find a new GM digital marketing experience and innovation.

Knott, who joined NAB a little over a year ago, kicked off an ambitious rebranding strategy in July last year aimed at reinforcing the banking group’s customer-first message to market.

The ‘More than Money’ national campaign is the first major brand overhaul for NAB in six years and encompasses the full suite of channels, including TV, digital, social and outdoor.

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

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

​ Coronavirus is rapidly changing customer behaviour: Is your marketing team adapting quickly enough?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in