Boyle switches up AIA for BankVic

Deirdre Boyle

Marketing and transformation lead, Deirdre Boyle, has been appointed chief product and marketing officer of BankVic, in a move to boost the product and strategic marketing capability of the organisation as it sharpens its focus on member experience.

Boyle is replacing Heather McGovern, who left the role in October last year. She will lead BankVic’s member experience strategy, digital content and drive data insights, product and marketing innovation.

Boyle previously held the roles of head of marketing and digital at AIA, and head of marketing strategy at Medibank, and has more than 15 years experience in the banking, health and insurance industries working across product, digital, customer experience, marketing strategy and execution.

“What’s exciting about the role is the opportunity to drive innovation and create even greater member experiences through the creation of insights-led marketing and digital capabilities,” Boyle said.

“BankVic is certainly an impressive organisation, having already built significant loyalty with its existing membership base and with a 95 percent member satisfaction rate, I am looking forward to being part of its future success.”

In a statement, BankVic, the mutual bank for Victoria’s police, health, emergency and public service community, said it is bringing in new talent and capabilities to further strengthen its commitment to members.

“We’re very excited to welcome Deirdre to the executive leadership team. Deirdre is a marketing industry leader with a passion for member based organisations and extensive experience in driving member-centred digital transformations,” BankVic chief executive officer, Anthony De Fazio, said.

Deirdre will commence with BankVic in March.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu