Updated: Ubank confirms CMO departure amid restructure

Jo Kelly shares why she's leaving the digital-only NAB subsidiary after just over three years in the role

Jo Kelly
Jo Kelly

UBank has confirmed the departure of its chief marketing officer, Jo Kelly, after just over three years in the role amid a restructure of its organisation.

Kelly will pursue opportunities outside of the NAB digital-only banking brand, and finishes up at the end of October. A replacement has not yet been announced, with a company spokesperson saying it'll make further announcements about the marketing structure once plans are confirmed.

Prior to joining UBank, Kelly was head of marketing for AMP New Zealand. Her resume includes a number of marketing and operational roles in the financial services and FMCG space, including stints with Bank of New Zealand and Fonterra.

"After a period of unprecedented growth at UBank, we’ve been reflecting on how we can take our strategy to the next level and realise our vision of becoming Australia’s most referred brand," a company spokesperson stated.

"To enable this, we’re proposing some changes to our organisational structure. We’re still in a period of reviewing opportunities with our team members, but as part of this our CMO, Jo Kelly, has decided to leave UBank."

Among Kelly's achievements since joining UBank are a rebrand of the business in early 2016, a move which saw it adopt the tagline, ‘Simple, better, smarter’ banking. She’s also overseen campaigns covering real estate tips through to ‘Science of Spending and Saving’ and ‘Terminally Ill’.

Her work saw Kelly ranked 17th in the 2017 edition of the CMO50 list of Australia’s most innovative and effective marketers. 

Speaking to CMO, Kelly said she felt like three-and-a-half years was a good time to have spent with Ubank. With the organisation continuing to experience significant growth, and its CEO looking at how to do things differently as its evolves from its startup roots, she said it was a good time to move on. Kelly was offered a role under the new-look operating structure but has opted not to take it.

For next her professional challenge, Kelly said she is keen to work in a growth business with a great culture, strong brand purpose and that gave her the opportunity to again grow a business. She was less fussed on job title, agreeing many organisations are experimenting with executive structures right now as they strive to be more customer-led.

“More and more organisations are focusing on customer, and looking at CX roles, and the question of where brand sits. It’s an interesting time and it’ll continue to morph,” she commented.

Kelly highlighted a couple of milestones during her UBank tenure. One has been opening up the conversation with Australians on better mortgages and spending with the ‘All I need’ program, as well as her work on the ‘Terminally ill’ campaign.

“These are really strong, powerful conversations to be having with people and focused on thinking about what’s most important in your life,” she said. “I’m also really proud of how we have accelerated growth using performance marketing, and optimised what we are doing using digital ecosystems. Using AI as part of the innovation strategy has also helped us build the brand.

“It’s been good, solid work with great results.”

In a statement, the company also highlighted Kelly's efforts to redefine the UBank brand in order to demonstrate its commitment to customers.

"She’s a bold and provocative thinker who’s been able to both push creative boundaries and completely change the way we measure the effectiveness of our marketing efforts," UBank stated.

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

Latest Videos

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in