HCF has confirmed it’s on the hunt for a new chief marketing officer following the departure of Jenny Williams after two years in the role.
Williams left the organisation on 5 May after joining as its CMO in March 2015. During her time with the health insurance provider, she was given the remit of implementing change, and spearheaded a digital marketing transformation that included implementing a new marketing technology stack, customer segmentation approach, website, and marketing department restructure.
Williams was also responsible for relaunching the HCF brand nationally from May last year, work that revolved around the new brand proposition: ‘Health comes first’.
In a statement, HCF said the work undertaken on marketing transformation had progressed to a point where it’s now looking to shift its attention to growth and leads generation.
“As the marketing transformation journey is now well progressed and the business is looking to refocus on growth and leads generation, Jenny has decided to explore new options outside HCF that will best leverage her skills and experience,” the statement read.
“We are grateful for the contribution Jenny has made to HCF and we wish her all the best for the future.”
In an interview with CMO last year, Williams said she was working to three objectives: Customer centricity and shifting towards more needs-based communication; empowerment of customers; and marketing efficiency through measurement, cross-media optimisation and attribution, geo-targeting and offline/online connectivity.
The first manifestation of HCF’s transformation was a new customer-facing website, launched in May. Significant work had been done behind the scenes evaluating the customer journey around the initial decision stage, as well as on usability, Williams said.
“The second thing is about how we leverage engagement post-purchase so we can start to direct people towards services we may offer,” Williams said.
HCF also adopted Adobe’s Marketing Cloud suite, adopting new campaign, analytics, content management tools.
But the people change was just as important, and Williams realigned the marketing department against four core functional pillars, each with day-to-day tasks as well as more strategic responsibility across the various transformation work streams.
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...
Tareq
Digital disruption isn’t disruption anymore: Why it’s time to refocus your business
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration