The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
IAG adds more senior marketers to its Customer Labs division
New marketing recruits join former Pandora marketer as a new senior marketing trio at the insurance group
IAG is beefing up its marketing team once more, appointing two additional senior marketing leaders aimed at lifting its creative and strategic marketing nous.
Among the fresh appointments are former FreemantleMedia GM of commercial, digital and branded entertainment, Zara Curtis, who joins the insurance giant as direct of content. Within this remit she head up content production as well as social media. Prior to FreemantleMedia, Curtis worked for News Corp and Bauer Media.
She’s joined by Caroline Hugall, who has signed up to IAG as group brand strategy director overseeing the brand portfolio strategy and team. Most recently, Hugall was senior planning of global brand strategy for snacking giant, Mondelez, based in New York. She’s also worked across agencies such as Ogilvy, Naked and Weiden + Kennedy.
The third recruit rounding out the senior management team is Sally Kiernan, who was confirmed in January as the new marketing director of NRMA Insurance. She was most recently the group marketing director of Pandora A/NZ until the streaming music provider closed its local operations in July 2017.
IAG CMO, Brent Smart, said he was thrilled to have the trio on-board to round out his marketing leadership team and support the group’s customer experience efforts. All of the roles are newly created.
“The collective experience these three bring to our business is significant and spans a wide range of industries, markets and customer segments,” he commented. “We’re excited for what they will bring strategically and culturally to both our marketing function and organisation.”
The new recruits and Smart all sit within IAG’s Customer Labs division, headed up by chief customer officer, Julie Batch.
Smart joined IAG 12 months ago as the organisation’s first group chief marketing officer.
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