Commonwealth Bank has unveiled a new marketing leadership model with four senior marketing leaders reporting into group executive marketing and corporate affairs Monique Macleod.
The internal appointees, Di Everett, Katreena Tyson, James Peereboom and Pat Crowley, have extensive experience at some of the largest Australian and global brands.
The new model elevates three senior marketers into CMO roles—including a CMO for brand and Olympics and two chief marketing officers responsible for CBA business divisions. Crowley, has been promoted to managing director of CBA’s inhouse agency.
They succeed CommBank’s previous leadership model that was led by CMO Jo Boundy.
Di Everett has been appointed chief marketing officer, brand & olympics, leading CBA’s brand and partnerships, including its Football Australia, Olympic and Paralympic Games partnerships. She brings extensive brand and marketing experience, including roles at Unilever, Coca-Cola and Optus, and has spent seven years at CBA.
Pat Crowley has been appointed managing director, CBAgency, leading an expanded in-house agency serving the bank. The agency will bring together creative, media, campaign planning and delivery, content and social media. Pat has worked on CBA’s marketing for more than 20 years, including through agency roles at Ikon, Essence and WPP Media.
Katreena Tyson has been appointed chief marketing officer, business & institutional banking, with responsibility for driving growth and strengthening customer relationships across CBA’s Business and Institutional businesses, from small business through to large corporate and institutional clients. She brings more than 25 years’ financial services marketing experience, including roles at ANZ, UBS and has been with CBA for eight years.
James Peereboom has been appointed chief marketing officer, Retail Banking, leading marketing strategy for CBA’s Retail bank, connecting customers with the products and services that support their everyday banking, home ownership and broader personal financial needs. James has 19 years’ financial services marketing experience, including 15 years at CBA and earlier roles at St.George and Westpac.
“Marketing has an important role to play in understanding our customers, strengthening their relationship with CBA and supporting sustainable growth across our businesses,” Macleod said.
“Our new model puts senior marketing leadership closer to our business and customers, supported by strong enterprise capability across brand, partnerships, creative, media and content”.
“We have built significant capability and leadership depth across our marketing team and I’m delighted that Di, Pat, James, and Katreena will take on these new leadership responsibilities.”
