CommBank appoints four marketing leaders following CMO Jo Boundy’s departure

Commonwealth Bank (CBA) has announced a new marketing leadership model, with four senior internal appointments bringing experienced leadership to its brand, media, creative, retail, business and institutional banking. The changes follow last month’s announcement that Chief Marketing Officer Jo Boundy will leave CBA.

The new model will see the creation of a Chief Marketing Officer, Brand & Olympics, two Chief Marketing Officers responsible for CBA business divisions, and a new Managing Director of CBA’s in-house agency.

The internal appointees – Di Everett, Katreena Tyson, James Peereboom and Pat Crowley – have extensive experience at some of the largest Australian and global brands, and will report to Monique Macleod, Group Executive Marketing and Corporate Affairs.

Says Macleod: “Marketing has an important role to play in understanding our customers, strengthening their relationship with CBA and supporting sustainable growth across our businesses. 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.”

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.

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. Crowley has worked on CBA’s marketing for more than 20 years, including through agency roles at Ikon, Essence and WPP Media.

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 and UBS, and has been with CBA for eight years.

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. Peereboom has 19 years’ financial services marketing experience, including 15 years at CBA and earlier roles at St.George and Westpac.

Adds Macleod: “Jo has helped build the capability and leadership that make this possible and I thank her again for her contribution to CBA.”

The leaders will commence their roles in November.

Pictured (L-R): Managing Director CBAgency Pat Crowley, Chief Marketing Officer Brand & Olympics Di Everett, Group Executive Marketing and Corporate Affairs Monique Macleod, Chief Marketing Officer Business & Institutional Banking Katreena Tyson, Chief Marketing Officer Retail Banking James Peereboom.

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