CMO

HESTA has new brand and acquisition GM

Superannuation fund makes several internal appointments looking to boost brand, acquisition and digital capabilities

HESTA has announced a new brand and acquisition general manager among a raft of new appointments for the health and community services sector superannuation fund.

Callum Tod will take the reins as general manager – brand and acquisition, a move that sees him re-join the fund’s marketing team. He was previously general manager of digital, and steered the fund’s launch of its online member portal.

Tod will be responsible for leading the fund’s brand strategy, campaigns and experience together with the member acquisition strategy, and will accelerate its direct acquisition capability. The new brand and acquisition GM will also oversee development of HESTA’s brand campaigns across both traditional and digital channels and the long-running national HESTA Awards Program that shines a spotlight on professional excellence in the health and community services sector.

HESTA chief experience officer, Lisa Samuels, said Tod has a “proven track record of digital innovation and execution that will help us to accelerate the ongoing development of our direct acquisition capability”.

“There’s never been a better time for marketers to make the right strategic decisions when it comes to media planning and buying that delivers impact," Tod added.

Other internal appointments include Katrina Waghorne to general manager of digital, and Matt Cameron, who becomes general manager of investment risk. Waghorne was previously HESTA’s digital platform manager, where she managed platform integration, including the Adobe Experience Cloud. Cameron has worked in markets and risk experience in North America mainly with Morgan Stanley and Bank of America Merrill Lynch in client and market-facing risk management roles.

The company said the appointments signal its intention to continue to focus on digital innovation and building data insights capability to deliver seamless, personalised experiences for its members.

It also noted the launch of a new internally managed member online portal also creates greater capability to tailor the experience members have and support them.

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