HCF looks for new CMO after Williams departs

Jenny Williams leaves the health insurance provider after conducting a wholesale digital marketing transformation

Jenny Williams
Jenny Williams

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.

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

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

WelcomeThe world 's coolest Mercedes companyI am a personal addict on this carBut poverty does not allow me to watch on YouTube for us po...

amer hassan

ASX-listed GrowthOps appoints inaugural CMO

Read more

Latest Podcast

More podcasts

Sign in