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
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in