Bankwest rethinks CMO role after Felton departs

Bankwest chief customer officer confirms a new marketing structure for the business as CMO, Haylee Felton, heads for fresh professional challenge

Bankwest has confirmed it will not hire a new dedicated chief marketing officer following the departure of Haylee Felton last week.

Felton, who has been CMO at the banking group since May 2019 and with the business for more nearly six years across brand and strategy roles, officially finished up last week. She’s joining the Royal Automobile Club of Australia to help transform the marketing and member experience across the group as general manager of brand and marketing.

Bankwest chief customer officer, Paul Vivian, told CMO Felton’s departure gave the organisation the opportunity to look at its model across the chief customer office (CCO). As a result, it’s decided not to replace the CMO role. Instead, members of the marketing leadership team will join the CCO leadership team.

“This integration will make it easier for leaders to collaborate closely across our key customer-focused areas of the chief customer office with the ultimate goal of improving the financial wellbeing of our customers and the community,” Vivian said.

Having spent nearly six years at Bankwest transforming the brand and marketing strategy and operating model, Felton said she was ready for a new professional challenge.

Among her main highlights during her tenure at Bankwest are the launch of the group’s new brand strategy and platform, ‘Bank Less’, redefining the go-to-market approach for all portfolios, redesigning the marketing structure to support agile organisation model, and embedding a new purpose-built group agency model with WPP.

“As a proud West Australian, I have been honoured being the brand custodian for Bankwest and am excited about the move to another iconic West Australian brand at such an ambitious time for the organisation,” Felton said of the fresh tasks ahead in her newly created role.

“RAC are embarking on an exciting transformation to create greater value for their members and truly become a purpose-led member organisation.”

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also 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

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

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in