NAB-owned online bank UBank has confirmed the departure of its chief marketing officer, Jo Kelly, after three years.

A UBank spokesperson told B&T that after a period of unprecedented growth, the bank has been reflecting on how to take its strategy to the next level.

“To enable this, we’re proposing some changes to our organisational structure,” the spokesperson said.

“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.”

During Kelly’s time at UBank, she brought on The Monkeys and Bohemia as the online lender’s creative and media agencies respectively.

The bank has also produced some memorable campaigns during Kelly’s tenure, such as the short film featuring terminally ill people who offer real estate tips, and the more recent ‘Dollhouse’ campaign featuring a potty-mouthed child.