Saturday, 4 December 2021
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CMO interview: Hitting the ground running at Suncorp

There has been no ease-in period for Mim Haysom, Suncorp’s CMO/EGM brand and marketing of just three months. Haysom has already helped deliver a new app, and is leading the marketing to bring 12 separate brands together under the one Suncorp Group.

But this is hardly surprising both for Haysom, who was the previously the general manager of M&C Saatchi, nor for Suncorp, an organisation which has been dedicated to transformation over the past year.

“Suncorp is on quite the journey of transformation, I’ve been impressed with how innovative the business is and how quickly it transitions to delivery on the overall strategy,” Haysom told CMO.

Haysom leads Suncorp Group’s marketing function, with a team of 120 across Brisbane, Sydney and Melbourne, around three key responsibilities: Business, brand and team.

“This means driving business outcomes and growth, creating brand love through creation of value and great brand experience for our customers, and building an empowered and high-performing marketing team who are leading the market in creating technology and innovation capabilities,” she said. “The bus is transforming, and I’ve had to get the strategy up very quickly.”

The strategy is to roll out Suncorp as the master brand nationally, and to shift from operating as 12 separate brands, to a group of brands that provide meaningful value to customers. Suncorp owns the AAMI, Bingle, GIO, Shannons, and APIA brands, among others.

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