Former IAG, Qantas, NRL, Kohab CMO leads sales and marketing at digital-first insurer

Lewis Pullen becomes sales and marketing chief for iptiQ, a digital-first insurance business established by Swisse Re

Lewis Pullen
Lewis Pullen

Former Qantas, NRL, Air New Zealand and IAG marketing leader, Lewis Pullen, has taken up his next endeavour as head of sales and marketing for Swisse Re-backed digital insurance business, iptiQ.

Pullen has spent the past 18 month as CMO and lead consultant for boutique consulting firm, The Bridge International, working with clients across Australia, New Zealand, the US and UK.

He also continues on the advisory board of Australian co-property ownership startup, Kohab, which has set its sights on launching in the US after a successful beta pilot locally.

Pullen told CMO he was excited to be back client-side and facing a new brand challenge in an industry category facing reinvention and doing things differently. One of the more recent catalysts for this is Australia’s Royal Commission into the Banking, Insurance and Financial Services sector, which cast a damming light on the level of customer service and practices of such businesses and called for radical reform of the sector.

While there are players exiting the life and income protection space, for example, Pullen saw a significant opportunity for those who stay and do the right thing. He noted just one in five Australians have protection cover, and many more are often under-insured.

“iptiQ ANZ’s purpose is to close the life and income protection gap in Australia and New Zealand, by bringing peace of mind to more families, communities and businesses,” Pullen commented upon announcing his new role on LinkedIn. “iptiQ ANZ currently partners with some of Australia's leading, trusted brands and is looking to grow its distribution partners in the region.”  

iptiQ A/NZ is backed by Swiss Re, a leading provider of reinsurance and insurance headquartered in Zurich that’s been operating for more than 150 years. The group offers life insurance, income protection, permanent disablement and critical illness insurance solutions.  

“The strong purpose, mission and values of the business is a key reason I have joined the team,” Pullen continued. “iptiQ ANZ was established to transform insurance buying by providing a world-class digital insurance engine and underwriting capabilities, with a white-label value proposition that is affordable, simple to understand and to purchase.”    

Another reason is the combined sales and marketing functional approach, which Pullen said would help him better drive growth and revenue.  

Prior to his work with Kohab and The Bridge, Pullen was marketing director of IAG’s Satellite business, an independent division established to help the insurance giant disrupt itself as well as the wider insurance market. Pullen’s resume also include stints as marketing leader for the National Rugby League, and marketing at Qantas. He commenced his career in brand and loyalty at British Airways and has worked across the UK, US, Europe, Middle East and A/NZ markets.  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

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

The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...

Drishti Shah

Why Bupa tapped WhatsApp for new customer messaging channel

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...

Bagen Andrea

What this millennial marketer is doing to shake up conveyancing

Read more

Love the post. It is so insightful for companies getting stuck in their habits and missing out on the role innovation can have on revenue...

Alessia Del Genio

How Lego built its culture of innovation, brick by brick

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in