UBank CMO Jo Kelly exits

Lindsay Bennett
By Lindsay Bennett | 11 October 2018
Jo Kelly

UBank CMO Jo Kelly will leave the business as part of a wider restructure, AdNews can reveal.

Kelly has been in the role for three years, spearheading the controversial 2017 campaign which featured terminally ill patients and appointing agencies The Monkeys and Bohemia.

The top marketer previously held roles at AMP, Fonterra and Bank of New Zealand before relocating to Australia to join UBank.

"After a period of unprecedented growth at UBank, we’ve been reflecting on how we can take our strategy to the next level and realise our vision of becoming Australia’s most referred brand," a UBank spokesperson tells AdNews.

"To enable this we’re proposing some changes to our organisational structure. We’re still in a period of reviewing opportunities with our team members, but as part of this our CMO Jo Kelly has decided to leave UBank.

"In Jo’s three years with us, she has redefined the UBank brand to demonstrate our true passion for customers. She’s a bold and provocative thinker who’s been able to both push creative boundaries and completely change the way we measure the effectiveness of our marketing efforts. Jo is ready for a new challenge and we’re excited to see what this next chapter holds for her."

UBank, which is a digital only bank owned by NAB, joins a slew of brands who have recently opted to restructure marketing, including HCF, Tabcorp, Coca-Cola and Unilever.

NAB slashed the CMO role following the departure of Andrew Knott. Instead, it appointed Suzana Ristevski to executive GM, marketing and customer experience for the bank.

AdNews understands a similar role is likely to replace Kelly, meaning the CMO role will be removed.

UBank launched its latest campaign in August  which highlighted the emotional trauma of mortgage tracking.

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