iSelect promotes chief marketing officer to CEO

ASX-listed comparison website says promotion is a reflection of its improved business operating model and stronger marketing ROI focus

iSelect has promoted its chief marketing officer, Warren Hebard, to the top job after an external and internal executive search.

Hebard joined the ASX-listed online comparison marketplace in March 2018 as CMO and gained responsibility for iSelect’s commercial partnerships five months later. In a statement, the company said Hebard’s significant contribution over the last two-and-a-half years, and in particular, his focus on improving marketing spend efficiency performance and helping turnaround the company’s business trajectory, made him a great choice for CEO.

Hebard takes the reins from Brodie Arnhold, who was appointed interim CEO in April 2018, having previously served as a non-executive director at iSelect since September 2018. Arnhold’s remit upon taking up the interim position was to address several significant issues with the business, which iSelect has stated are now resolved.

As part of the transition, Arnhold remains on the iSelect board and will mentor Hebard as he steps into the top job. ISelect chairman, Chris Knoblanche, thanked Arnhold for his hard work during a difficult time for the company.

“Brodie, with the support of his executive leadership team, has guided the company through these challenges and the board believes that the time is now right for Brodie to complete a handover to a permanent CEO,” he stated.

The company highlighted adjustments made to its operating model during in the last few months of FY20 as showing positive early signs for FY21. These include the introduction of a ‘future operating model’ placing greater emphasis on marketing ROI, profitability and cash flow in the short to medium term. To help, the group brought in a new telephony platform integrated with its Salesforce customer stack, debuted customer account capabilities such as online ‘saved search’ functionality and tracking on monthly active users, and improved marketing automation.

In addition, iSelect said it was benefitting from recovery of the energy market, which was reflecting through its energy conversion rates approaching FY19 levels, plus deferral of health insurance annual premium rises from 1 April to 1 October 2020 leading to increased demand in September.  

Hebard said he was energised to be taking up the CEO’s post. “Having worked closely with the entire executive team on the development of the FY21 strategy, I am confident that the plan we have in place is the right one,” he commented.

“Brodie hands over a business that is on track to deliver significantly improved profitability in FY21 and is well placed to return to growth in FY22.”

The company posted a Q1, 2021 EBITDA of $8.1 million, up from $1.7 million year-on-year, and is expecting to turn positive during the second half of FY21. The company reported a net loss of $43.5 million in the last financial year off underlying revenue of $123 million.

Last week, iSelect also reached a settlement with the Australian Competition and Consumer Commission (ACCC) regarding allegedly misleading comparison service claims on its website between November 2016 and December 2018. The settlement included paying a penalty of $8.5 million, spread over a three-year period.

 

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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in