Medibank brand marketer moves to Cuttable

Recently-launched AI-driven advertising agency Cuttable has nabbed a senior Medibank brand marketer as its new head of marketing, Mumbrella can reveal.

Sam Ayre has made the move to lead Cuttable’s marketing efforts and to help deliver more connected marketing funnels for brands.

He joins after five-and-a-half years with the health insurer, where he began as acting head of acquisition and growth, and eventually moved into a brand marketer – squad lead role. His departure comes at the same time Medibank has announced the appointment of Lisa Ronson as its new chief marketing officer.

“Having been a client of Cuttable at Medibank, I saw firsthand the incredible impact Cuttable’s unique offering can have on a marketing team,” Ayre said.

“We were looking for a partner to help us with the messy middle as they call it, the consideration and conversion content that we were struggling to do effectively and at the craft needed; it’s where we brought on Cuttable.”

Sam Ayre

Describing his situation as “unique” – returning to agencyland from a client side role – Ayre also thanked his previous employer.

“I’m still hellbent on helping them get the outcomes they deserve,” he said. “Medibank is an incredible place to work, filled with people who genuinely care and brilliant marketing brains.”

Jack White, co-CEO of Cuttable, first met Ayre when they were account directors at Clemenger BBDO Melbourne together, before Ayre moved to London. They later reconnected when Ayre joined Medibank in 2019.

“We would both meet regularly to chat, trying to solve the challenge brands have in nailing their mid-funnel and consideration content, but from different perspectives: Sam from the marketing side and me from the agency side,” White reflected.

“When we started the search for a marketing lead, I couldn’t think of a better person to partner with.

“Sam’s deep understanding of both the client perspective and the marketing landscape makes him the perfect addition to our team.

“His leadership and vision will be invaluable as we continue to innovate and deliver unparalleled value to our clients.”

Sam Kroonenburg, co-CEO of the agency, added: “Sam joining is crucial to our success as it ensures we have the voice of our marketers in our business from product build. It’s something we did at our last company and proved to be pivotal in our success.”

Cuttable has signed brands including Catch.com.au, Nando’s, Penfolds, Powershop and DiDi on its client roster, with more to be announced in due course.

The company has also begun development on its next big feature, tentatively titled ‘The Brand Brain’, which will launch later this year.


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