HESTA has new brand and acquisition GM

Superannuation fund makes several internal appointments looking to boost brand, acquisition and digital capabilities

HESTA has announced a new brand and acquisition general manager among a raft of new appointments for the health and community services sector superannuation fund.

Callum Tod will take the reins as general manager – brand and acquisition, a move that sees him re-join the fund’s marketing team. He was previously general manager of digital, and steered the fund’s launch of its online member portal.

Tod will be responsible for leading the fund’s brand strategy, campaigns and experience together with the member acquisition strategy, and will accelerate its direct acquisition capability. The new brand and acquisition GM will also oversee development of HESTA’s brand campaigns across both traditional and digital channels and the long-running national HESTA Awards Program that shines a spotlight on professional excellence in the health and community services sector.

HESTA chief experience officer, Lisa Samuels, said Tod has a “proven track record of digital innovation and execution that will help us to accelerate the ongoing development of our direct acquisition capability”.

“There’s never been a better time for marketers to make the right strategic decisions when it comes to media planning and buying that delivers impact," Tod added.

Other internal appointments include Katrina Waghorne to general manager of digital, and Matt Cameron, who becomes general manager of investment risk. Waghorne was previously HESTA’s digital platform manager, where she managed platform integration, including the Adobe Experience Cloud. Cameron has worked in markets and risk experience in North America mainly with Morgan Stanley and Bank of America Merrill Lynch in client and market-facing risk management roles.

The company said the appointments signal its intention to continue to focus on digital innovation and building data insights capability to deliver seamless, personalised experiences for its members.

It also noted the launch of a new internally managed member online portal also creates greater capability to tailor the experience members have and support them.

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

More Videos

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...

soham

How to manage social media during Covid-19

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in