Suncorp marketing boss Mark Reinke handed responsibility for data and customers

MarkReinkeSuncorp Group has expanded the role of senior executive Mark Reinke with customers and data now falling under his remit in addition to his existing marketing responsibilities.

The move follows the increasing importance placed on data in the bank’s marketing, with Reinke revealing the accelerated use of data has become an immediate priority.

He added that the customer aspect of his new role was “central” to delivering growth.

“Understanding our customers and their needs has always been a critical component of our marketing function,” Reinke told Mumbrella. “Customer experiences are driving advocacy and brand differentiation and data has become the raw material to support this.

“Simplifying and augmenting data and increasing the velocity of its use have become immediate priorities. To tackle this we are bringing together skills in business analytics, technology and marketing to solve problems for our customers.”

Reinke confirmed that digital is “core” to its customer strategy  but stressed traditional marketing would not be sidelined.

“We are more interested in the customer journey than the channel and continue to invest in different ‘traditional’ marketing mediums at different parts of their journey,” he said.

“I see the customer element of my role as central to how we deliver sustainable growth. With 9 million customers and 14 brands, delivering an amazing customer experience to our existing customers is non-negotiable and this best reflects the transformation of marketing from interruption to experience enabler.”

Reinke, a board member of the Australian Association of National Advertisers, became group marketing executive only eight months ago having spent more than five years as executive general manager of group marketing.

He has been with Suncorp since 2004 after a four year career with Telstra.

Steve Jones


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