Bupa launches search for new CMO as John Moore moves to UK

Insurance giant Bupa has started the search for a new marketing leader after John Moore, who has guided the business for three years, was promoted to a new role in the UK.

John Moore will lead Bupa's digital-first strategy from the UK

John Moore will lead Bupa’s digital-first strategy from the UK

Moore has overseen the transition of the brand from a pure health insurance business in the minds of consumers, to a health and lifestyle brand with Bupa creating its own customer experience touch-points.

Moore’s move comes as the brand undertakes a total review of its creative and media suppliers, potentially with a view to consolidating its services.

With Moore remaining in the Australian role until early 2017, a spokesperson said he would continue to oversee the review and his new role would have no impact on the timing of its completion.

Bupa has shifted its marketing from the advertising of services to being more involved in the delivery of health care solutions.

Moore oversaw the creation of The Blue Room, a portal that allowed Bupa customers to look at their health care needs and seek advice, as well as engage with informative content.

“Everything we do is built on delivering positive experiences to our customers and we’ve got to be creative with how we meaningfully engage with our customers,” Moore said.

“Customer-led digital experiences play a key role in that, with a focus on understanding trends and delivering solutions that can make a real difference to our customers and people.”

Bupa’s Australia and New Zealand managing director, Dean Holden, said Moore had a significant impact on the brand during his tenure.

“In that time his team has repositioned our brand in the market, bringing the great things we do to life through stories that demonstrate the breadth of what we do and in turn helping Bupa be known for making a difference in health and care,” Holden said.

Moore will move to the UK where he will oversee the development of Bupa’s digital-first strategy.

A selection process is now underway for his successor.


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