Flybuys announces new chief customer officer

Former BankVic marketing and digital leader joins the loyalty program group

Flybuys has confirmed former BankVic marketing chief, Deirdre Boyle, as its new chief customer officer.

Boyle brings more than 20 years’ experience to the post, working across marketing, digital and customer functions for BankVic, a mutual banking group, plus AIA Australia, Medibank and Westpac. During her career, she’s been involved in a number of strategic transformation programs of work and redesigned customer experiences across both digital and physical touchpoints.

Flybuys said position will see Boyle play a pivotal role in shaping the direction of the brand’s member experience, with a focus on elevating customer advocacy and cementing the group’s existing customer-first approach. The company also noted Boyle brings both people-centred transformation knowledge as well as direct experience working across organisations with a focus on positively impacting customers and communities.

Boyle replaces former chief customer officer, Rosemary Martin, who left the organisation last year to oversee marketing and ecommerce for the Rebel Sport retail brand owned by Super Retail Group.

Credit: Flybuys

“Our members and customers are the heart of our business and at the centre of everything we do,” Flybuys CEO, Anna Lee, said. “I’m delighted to have someone of Deirdre’s calibre leading the team to ensure we’re providing the best possible experience for our members and supporting seamless interactions at every touchpoint.”

Boyle noted Flyby’s 28-year history and its reach across millions of customers in Australia. The company has more than 8 million members today and 25 retail partners including Coles, Kmart, Target, Catch Group, Officeworks, Optus and Bunnings.

“It’s an exciting time for the business, and I’m looking forward to working with the team to build great experiences for our members and partners to help Australians get even more value from their everyday shopping,” Boyle commented.

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