MyState brings on first chief digital and marketing officer

Former BankVic chief product and marketing leader takes on the newly created role and will spearhead digital innovation

Heather McGovern
Heather McGovern

ASX-listed banking and wealth management group, MyState, has appointed its first group general manager of digital and marketing to put both at the centre of its business strategy.

Heather McGovern joins the MyState team from BankVic, where she was chief product and marketing officer and was active in expanding the group’s digital offering. BankVic has since appointed former AIA CMO, Deidre Boyle, as its chief product and marketing officer.

Prior to this, McGovern spent a year with AIA Australia heading strategic delivery, joining from Incitec Group, where she was initially head of customer before becoming head of commercial. She boasts of 20 years’ experience in the financial services sector, including international marketing and product development roles with American Express and the RBC Royal Bank in Canada.

Closer to home, from 2010 to 2013, McGovern worked at NAB in roles such as head of product bundling and head of channel development.

In the newly created position at MyState, McGovern oversees marketing, customer insights and analytics, and is responsible for building out and implementing the bank’s digital marketing and user experience capabilities. It’s a remit that covers informing design of digital solutions.

She commenced this week and reports directly to the CEO.  

“We are delighted to welcome Heather to our executive team,” said MyState CEO and managing director, Melos Sulicich. “Digital and marketing success is key to our business strategy and Heather has a proven record for strategic execution and transformational growth.”

McGovern told CMO the opportunity to work with a challenger finance brand was a great opportunity.

"Banking is a tough gig at the moment but the opportunity for smaller banks is fantastic - if they have the appetite to go for it. I was attracted to MyState precisely for that reason," she said.

"The company has real ambition and already invested heavily in the systems to enable it to happen. For me, it is about building the brand and creating a digital marketing function that can capitalise on the investments and deliver real business growth."

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

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in