ANZ appoints new head of brand strategy and marketing
ANZ has appointed Sian Chadwick as its general manager for brand strategy and marketing.
Chadwick, who was hired from financial services company IG Group, takes the newly created role resulting from the bank’s restructured marketing division. ANZ confirmed with Mumbrella she will not directly replace Kjetil Undhjem, who left ANZ in July 2022, but Chadwick will be responsible for multiple areas that Undhjem previously covered. Undhjem has since joined Treasury Wine Estates as chief marketing officer.
ANZ general manager, brand strategy and marketing Sian Chadwick
ANZ said the appointment comes following its marketing division’s transformational restructure and operating model “geared to being future-focused while improving efficiencies”.
It added that Chadwick was chosen for her integrated marketing expertise and 20 years of finance experience spanning banking, payments and fintech within both global and local operations. She officially commences on 22 May.
“I’ve known and admired Sian for many years. Her focus on finding insights into customers and harnessing data to support marketing decisions perfectly aligns with ANZ’s marketing vision,” ANZ chief marketing officer, Sweta Mehra said.
“I’m looking forward to working closely with Sian to help deliver financial wellbeing to even more Australians.”
Chadwick was most recently the regional managing director at IG Group, holding the role since 2021, and regional head of marketing for APAC, Africa and emerging markets from 2020 to 2021.
Prior to IG Group, she worked at Westpac from 2018 to 2019, and American Express between 2002 to 2018.
Commenting on her appointment, Chadwick said: “When it comes to working in marketing and brand reputation we must look at the blending of creativity, art and science all coming together. All this starts with the insight, most often through analysing data and listening to the voice of the customer, to really understanding the what and getting to the why.”
“With ANZ, the brand promise is truly embedded across the organisation – everyone lives and breathes that one promise everyday. I’m looking forward to championing ANZ’s brand and marketing strategic agenda and driving relationships, reputation and revenue for the Australia Retail and Commercial divisions. And crucially, ensuring ANZ is synonymous with financial wellbeing – supported by the employee experience while helping them grow and expand in their roles.”
“geared to being future-focused while improving efficiencies”.
Why not lean into the present and be more efficient?
User ID not verified.
Have your say