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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The rise of the conscious consumer

The concept of consumers boycotting brands and publishers isn’t a new one.

Jodie Sangster

CEO, ADMA

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

Typo"claiming no other email service protects its users form spam, hacking and phishing as successfully as Gmail"I'm sure Google can help...

OlliesBlog

Google to stop scanning personal Gmail accounts for ad targeting

Read more

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Latest Podcast

More podcasts

Sign in