Joachim Holte appointed Youi CMO

Former Flight Centre marketing chief joins local insurer tasked with further developing its marketing position

Joachim Holte has been appointed as the new chief marketing officer at Queensland-based insurer Youi, heading up its award-winning in-house marketing team.

Holte joins Youi from Flight Centre where he was also in the CMO role, and has previously held senior marketing roles with Kmart, Wego in Singapore and Wotif Group for the Australian and New Zealand business unit.  

Holte said he was attracted to Youi because of its strong brand and market position and looked forward to helping take Youi to the next level.

Credit: Youi


“Youi has built up a fantastic brand with a clearly differentiated proposition. The challenge to take that further and extend with the backing of a fantastic team was irresistible,” Holte said.

Youi CEO, Hugo Schreuder, said a CMO role was recently established to help Youi further strengthen its marketing campaigns, many of which are produced in-house.

“Youi is regarded as a leader in the marketing space, so we appointed a CMO that was capable of utilising marketing as a key driver of growth,” Schreuder said.

The appointment coincides with the exit from the business of chief growth officer, Fabrizia Roberto, and chief brand officer, Lukas Temple, who have helped drive Youi’s success through its marketing campaigns.

Schreuder praised both Roberto and Temple, who have most recently launched its COVID-19 relief campaigns, which supported more than 300,000 affected customers, he said.

“We wish them both every success for the future and thank them for their incredible work and dedication towards helping position Youi as one of Australia’s most trusted insurers.”

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