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
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in