ME Bank has created its first CMO role as it looks to put customer experience at the heart of the business and bring greater unity across its product, brand and marketing.
Rebecca James, former managing director of Lavender, has been appointed to the role and tasked with creating a “differentiated experience designed around the customer”.
The role has been created to give marketing more gravitas within the organisation and drive growth. ME Bank chief executive Jamie McPhee wants to bring the brand and marketing approach in line with the bank’s three-year technology transformation program due to complete this year.
James joins from agency Lavender where she was MD for seven years overseeing both the Sydney and Melbourne offices and brands including Westpac, BT Financial Group, American Express, Qantas, Telstra, Coles, Ikea and Microsoft. She also played a role in Lavender’s shift from a pure advertising agency and build its tech capabilities.
Prior to that she worked client-side with brands including American Express.
“ME Bank is focused on creating a consistently superior customer experience by placing the customer at the centre of our decision making. This role furthers that aim,” McPhee said.
“Rebecca brings a unique blend of brand, technology and leadership skills and experience that will stand us in excellent stead as we build a fundamentally different bank – a genuinely fairer bank – in the Australian marketplace.”
ME Bank launched in 1994 with the aim of "fighting the injustices of the major banks" and providing Australians a "fairer way to bank"
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