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.
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.
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.
It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.
Focus on your customer experience not your NPS score. Fix the fucking problems and the customer support requests will go away.I currently...
Chris B
Bringing community thinking to Optus' customer service team
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
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
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
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