iSelect to shake up marketing after appointing Warren Hebard as CMO

Consumer comparison site iSelect has appointed Warren Hebard as chief marketing officer, replacing Geraldine Davys, who stepped down in February.

Hebard, who joins the company in a shake up that has seen CEO Scott Wilson stepping down after disappointing trading results, was previously chief marketing officer at William Hill. He joined the online bookmaker when it took over competitor Tom Waterhouse in 2014.

In his new role, Hebard will be undertaking a strategic review of the company’s marketing strategy, in the face of what the company describes in an recent ASX announcement as its “recent lead generation underperformance.”

An iSelect spokesperson told Mumbrella: “On April 3rd iSelect appointed Warren Hebard to the role of Chief Marketing Officer (CMO) as the business sharpens its focus on digital transformation and customer engagement.

“Warren brings extensive media, digital, creative, brand and data led decision-making experience to iSelect. Most recently, he was Chief Marketing Officer at William Hill Australia.

“In his new role, Warren is responsible for building iSelect’s brand and consumer engagement across all media channels and is currently undertaking a full strategic review of the Company’s marketing strategy and mix modelling tools to build both long-term brand equity and short-term lead generation.”

Following Davys’ departure in November, Mumbrella reported the company’s head of brand and communications, Kirsten Craven, had been appointed to the role of marketing group executive. Craven will now report to Hebard.

The ASX announcement flagged that Hebard will be looking at the mix of marketing spend between digital channels and traditional media channels.

Earlier this month, iSelect launched a new brand platform ‘All Over It’, created by The Royals.

The first version of this story appeared with the headline incorrectly naming Warren Hebard and ‘Russel Hebard’. Mumbrella apologises for the error.


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