ME Bank has appointed long-time direct marketing agency Lavendar boss Rebecca James as its first chief marketing officer.
James, who commenced her new role yesterday, spent the previous 15 years at Lavendar with the last 10 of those being served as managing director. She left Lavendar in May 2013.
Speaking exclusively with B&T, James confirmed that she had had reached “that stage” where she wanted to go further with a project than you can when you’re on the agency’s side. “I really wanted to be able to influence a corporate strategy from end-to-end,” she said.
With a staff of 50 spanning product design, brand and marketing, James said she was “really excited” about the banks technological development program, which was designed to create “genuine customer delight”.
Her previous employer, Lavendar, was the B&T Direct Marketing Agency of the Year for the past two years and describes itself as a technology company and a creative agency all rolled up into one. It is this approach that no doubt puts James in line with ME Banks’ own strategy.
“Banking products tend to be quite homogenous, so it’s the service that you can put around those products that can differentiate your offering,” she said. “I think functional excellence can create customer delight.”
ME Bank, is a 100% Australian-owned, APRA regulated Bank. Established by industry super funds, it positions itself as “a fairer way to bank”.
Its advertising account was won last year by CumminsRoss and its media buying is handled by Aegis-owned Huckleberry.