QBE CMO and former chief customer officer exits

Bettina Pidcock leaves the insurance group after three years overseeing marketing and being QBE's first chief customer officer

Bettina Pidcock
Bettina Pidcock

QBE is looking to appoint a fresh permanent chief marketing officer following the departure of Bettina Pidcock from its executive ranks.

The company confirmed Pidcock left the organisation last week, after two years as its first-ever chief customer officer, then CMO. She initially joined QBE in February 2016 to head up the marketing team, before rising to the newly created role of chief customer officer in June 2017 to oversee all marketing, communications and digital, as well as the customer experience team.

However, last November, QBE enacted another restructure, replacing this position with a CMO title. As reported in InsuranceNews, the restructure was part of a new divisional structure effective from 1 January 2019, which also saw business unit heads for commercial lines, credit lines and personal lines all gain a ‘chief customer’ moniker.  

In Pidcock’s stead, CMO can confirm the insurance group has appointed Sara Foale to act in the CMO role while it searches for a permanent replacement.

Prior to joining QBE in 2016, Pidcock spent more than four years as head of marketing for ANZ Wealth. She has also held various GM of marketing positions with InsuranceLine and St George, and was brand and marketing communications manager for MLC earlier in her career. 

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