ANZ waves off Eyres, welcomes Mehra in changing of the marketing guard

ANZ has confirmed its new general manager of group marketing, customer insights and analytics as its most senior marketer following the departure of Louise Eyres.

Eyres announced her departure internally in March after more than six years as ANZ’s group GM of marketing, and nearly 15 years with the banking group. In a statement, ANZ said Eyres was leaving to pursue other career opportunities.

ANZ announced last week that it had appointed Sweta Mehra to the new role of general manager, group marketing, insights and analytics. She commences the role in July and will report to group executive of digital banking, Maile Carnegie.

A spokesperson confirmed the role isn’t like for like with Eyres’former position, but does replace her as the most senior position on the marketing team.

“Having had the opportunity to lead across three very distinct business strategies and group CEOs, and working with a very strong team of internal and external partners, it is now time to take this experience to a new opportunity,” Eyres said in an internal email to staff, sighted by CMO.

“The creation of the More Convenient Banking Campaign in 2006, the rebranding and repositioning of ANZ globally in 2009, the negotiation of Asia-Pacific sponsorship platforms and the continued development of marketing capability are memorable achievements. I am confident that marketing will continue to play a pivotal role in enabling ANZ’s success as it continues its purpose led transformation.”

Carnegie also personally thanked Eyres for her support since joining ANZ last year.

Mehra was most recently regional brand director of the Procter and Gamble brand, Head and Shoulders, covering China, Asia-Pacific, India and the Middle East and based in Singapore. She has spent the past 15 years with the FMCG giant, working across brands such as Fabric, Clairol, Herbal Essences, Tide and Asia Dish Care.

“Sweta will work across A/NZ to create and build the ANZ brand to both deliver equity and drive programs that lead to revenue growth. This includes owning and driving the customer segmentation approach, which will be informed by robust analytics and insights,” Carnegie said.

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