NAB drops GM brand experience role in marketing function reshuffle

Outgoing CMO, Andrew Knott, confirms the departure of GM of brand experience and new reporting structure in the marketing function

NAB is dropping its GM of brand experience role and elevating a number of brand managers to directly report to the CMO as part of a reshuffle of its marketing function.

NAB outgoing CMO, Andrew Knott, confirmed the departure this week of the bank’s general manager of brand experience, Michael Nearhos, as part of a realignment of the marketing function aimed at improving the way brand experience is managed.

As a result, NAB’s head of group brand and head of media and partnerships will now both directly report to the CMO, while other brand experience teams will report into other members of the marketing leadership team.

In a statement, Knott thanks Nearhos for his five-year contribution to the team, highlighting his work to reposition the NAB and MLA brands through initiatives such as the overarching ‘More than Money’ campaign, NAB AFL Mini Legends and NAB AFL Women’s, plus MLC ‘Let’s Save retirement’ and MLC ‘Life Unchanging’ campaigns.

“Michael has been an outstanding and tireless contributor to NAB, and it is because of his work leading the repositioning of both the NAB and MLC brands that this structural change to NAB marketing is possible,” he said.

“Personally, I thank Michael for his friendship, counsel and passionate focus on NAB’s customer, brands and in our people.”

Nearhos said he’d enjoyed five diverse years at the NAB. He has not confirmed his next professional move.

“From transforming our brands and communications, to supporting young people and women in sport, I’ve loved leading such a passionate and talented team of people to deliver strong customer, community and business impacts,” he said.

As part the executive changes, NAB’s enterprise events team will now report to GM of business marketing, Suzana Ristevski, while local area marketing will be under the jurisdiction of the GM of consumer marketing, Karen Ganschow. These two senior leaders were brought on by Knott 18 months ago as part of a new-look marketing leadership team. NAB’s content and social team will also now be the responsibility of GM of digital marketing, Dylan Keath.

The changes come just weeks after NAB confirmed the forthcoming departure of Knott in July after a two-and-a-half year stint with the bank. A NAB spokesperson said the bank hopes to announce an acting CMO shortly.

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

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in