Commbank Creates New Marketer Role In Attempt To Regain Consumer Trust

Commonwealth bank on corner of  Margaret street, CBD area with crowd of people walking across street. Commonwealth bank is one of largest bank people use in Australia. Australia:15/04/18

One of the Big Four, Commonwealth Banks, has created a new marketer role as it attempts to earn back consumer trust and fix its reputation.

Following the year-long Royal Commission inquiry that revealed some of the unethical behaviour in the financial industry, Commbank is looking to restore its public image.

CBA chief executive Matt Comyn revealed the bank has separated the role of general counsel and head of corporate affairs and has created the new role of group executive marketing and corporate affairs.

Priscilla Sims Brown, current head of US digital healthcare start-up and former CMO of Axa Financial has been appointed to the role, tasked with focusing on Commbank’s customers ahead of its profit.

According to Comyn, the separate position will “allow for greater focus on how we engage with our customers, stakeholders, and the broader community.

He said in a statement: “Priscilla’s appointment will help us continue the changes and improvements we need to make to earn the trust of our customers and the community.”

Brown will commence the new role from August 1.

Deputy CEO David Cohen will be taking over as group general counsel and governance on a temporary basis, following the retirement of Anna Lenahan.

A permanent appointment will be made soon and will report directly to Comyn.

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