Crescent Wealth extends marketing chief's role to include operations

Australian super fund and investment management company, Crescent Wealth, has extended the role of its head of marketing and growth to include chief operating officer to drive the organisation’s growth remit and digital engagement ambitions.

Rachel Edwards has been tasked with leading and managing the strategic and operational growth remit of Crescent Wealth, a roadmap that includes customer and digital engagement for its group of companies. The first Australian Islamically compliant super fund’s brand portfolio includes Crescent Wealth, Crescent Finance, Crescent Foundation and the Crescent Institute.

Edwards boasts of more than 20 years of executive marketing, communications and operations experience across the financial services industry locally as well as in Europe, the Middle East and Southeast Asia. Most recently, she spent two-and-a-half years with BT, overseeing engagement and offers in A/NZ. Edwards also spent four years as head of marketing for JP Morgan in Australia and New Zealand. Other businesses on her resume include Standard Chartered Bank, the Australian Institute of Company Directors and the Financial Services Council.

Credit: Crescent Wealth

In a statement, Crescent said such experience will help fuel its growth aspirations as it looks to build out its suite of brands to realise a ‘one ethos many brands’ for customers and stakeholders. Crescent Wealth founder and managing director, Talal Yassine OAM, said the appointment was part of a strategic push by the eight-year-old group to rapidly build scale and increase assets under management to $5 billion over the next five years.

“As a marketing and operations leader and with a background in law, Rachel has an in-depth knowledge of the Australian and global financial services ecosystem,” he said. “Her focus is on ‘putting the customer first in everything we do’, which will include an innovative approach to customer service and relationship management across the Crescent group of companies.

“Beyond investing in industries and companies that comply with Islamic investment guidelines, Crescent is passionate about bringing positive change to the Australian community through support for not-for-profit initiatives. Rachel will also play a key role in this facet of our business.”

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