Manners follows up Cash Converters with not-for-profit

Former IAB CEO and marketing professional joins WA-based Brightwater as GM customer

During her time with Cash Converters

Manners, who’s spent the last two-and-a-half years as chief of marketing and digital at Cash Converters, said there were three reasons behind her decision to join Brightwater as GM of customer. The first was its purpose and its mission, ‘Pursuing the dignity of independence’.  

Brightwater aims to meet the growing needs of West Australians as one of the state’s most respected not-for-profit carers of people with neurological disability, injury or illness, and people who are ageing, she explained.

“The Brightwater Research Centre furthers scientific knowledge, evaluating brain injury rehabilitation programs at its Oats Street centre, researching neurological conditions, dementia care and living environments to benefit individuals and the wider community,” Manners said.

Another compelling element was the group’s leadership and the opportunity to work CEO, Jennifer Lawrence. The new role directly reports into the CEO.

“Jenny has a strong focus on innovation and technology, and has considerable strategic development and management experience, combined with a strong clinical background in medical science,” Manners said.

Brightwater’s position in a growing industry category that’s shifting away from government direction to client-focused care and is increasingly important as a service industry was the third reason for the switch.  

Manners will now oversee and provide leadership to key customer streams and take responsibility for aligning customer engagement strategies with Brightwater’s mission.

During her time with Cash Converters, Manners was part of a transformation effort at the retail pawnbroking company, with the ambition of elevating its offering to be a trusted provider of personal finance as well as marketplace for second-hand retail goods. The role saw her implement Adobe’s marketing technology platform, build new customer engagement programs, revamp its website and launch a new ecommerce offering.

Prior to this, Manners spent three years as CEO of the Australian Interactive Advertising Bureau (IAB). Her resume also includes leadership and operational roles with mDigital in Singapore, as well as GroupM Asia-Pacific.

Cash Converters chief operating officer, Sam Budeselik, told CMO he is now overseeing the marketing and digital portfolio while the company CEO reviews its leadership structure to decide on the long-term plan of action.

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