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Former Crown head joins Optus as MD of marketing and corporate affairs

Telecommunications company Optus is undergoing marketing restructures with the appointment of Danielle Keighery as managing director, marketing and corporate affairs. At the same time, the organisation is also rolling out a new business unit, Customer Solutions.

Keighery’s appointment will see her officially leave her position of chief brand and corporate affairs officer at Crown Resorts, a role she had held for over a year before resigning last month. Taking over from Melissa Hopkins – former Optus CMO and the current chief marketing and audience officer at Seven – Keighery’s role will see her report directly to Optus CEO, Kelly Bayer Rosmarin.

“We are also pleased to welcome Danielle Keighery to Optus as managing director, marketing and corporate affairs, in early 2024,” an Optus spokesperson told Mumbrella.

She leaves Crown Resorts shortly after the business launched a major rebrand campaign, which didn’t appear to reference its renowned casino at all, and instead, focused on entertainment and food.

Apart from Keighery’s involvement in Optus’ C-suite team, the company is also investing in its customer-centric solutions in an effort to improve its current operating model for the betterment of its customers.

“Optus’ vision is to be Australia’s most loved everyday brand with lasting customer relationships,” the spokesperson added. “To achieve that, we need to be easy to do business with and this requires simplification of our operating model.”

To do this, the telco is consolidating its mass business product and consumers teams, with the new body helmed by Matt Williams – the company’s managing director, marketing and revenue.

The spokesperson told Mumbrella that Customer Solutions “brings together our consumer and mass business product teams together, strengthening our operating model and delivering end-to-end solutions for customers with greater efficiency and effectiveness.”

The moves to revolutionise its service offerings comes after a tumultuous few years for Optus, where it experienced a headline-inducing data breach that saw it lose 10 per cent of its customers.

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