HCF CMO Jenny Williams resigns ‘to explore new options’

Little more than two years after joining HCF and leading the health insurer through a major rebranding exercise with The Monkeys, chief marketing officer Jenny Williams has resigned from the role.

Jenny Williams oversaw the rebranding of HCF

HCF confirmed Williams handed in her resignation on Friday.

Williams oversaw the decision to bring the insurer’s digital media in-house, with HCF crediting her for giving the brand’s marketing a strong digital focus.

“Jenny joined HCF in March 2015 and during that time made a significant contribution to the business implementing digital marketing transformation and relaunching the brand nationally,” a spokesperson said.

The company said with the relaunch now completed, it was focussing on sales.

“As the marketing transformation journey is now well progressed and the business is looking to refocus on growth and leads generation, Jenny has decided to explore new options outside HCF that will best leverage her skills and experience,” the spokesperson said.

“We are grateful for the contribution Jenny has made to HCF and we wish her all the best for the future.”

The controversial campaign by The Glue Society compared the health of Australians to the rest of the world, pointing out countries where people are healthier.

HCF launched the latest iteration of the campaign over the weekend showing Australians a world where health comes first.

In March Williams made the move to bring HCF’s media digital media buying in house, arguing the brand had the best understanding of its audience online.

The brand kept its mainstream media buying with Blue 449.

It is not yet clear what Williams’ plans are. Williams has been approached for comment.


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