Ubank CMO Jo Kelly to depart before end of the month

Jo Kelly has announced she will be stepping down as chief marketing officer of Ubank towards the end of the month.

Kelly joined Ubank in 2015 after three years leading AMP’s New Zealand marketing operations, having previously worked with Fonterra and the Bank of New Zealand.

Jo Kelly Mumbrella360 2018


Speaking to Mumbrella Kelly said she was “still at her desk” and was unable to say where her next role will be, however her LinkedIn profile says she is open to opportunities in the Sydney area.

During her tenure, Kelly spearheaded the bank’s rebrand in January 2016 with its ‘Simple, Better, Smarter’ campaign. More recently, Kelly led provocative campaigns including Real Estate Tips from the Terminally Ill and The Science of Spending and Saving.

More recently, Ubank launched its ‘dollhouse’ campaign featuring a child swearing at her doll while she imitates her parents talking to a bank about their home loan application.

In a statement about Kelly’s departure, Ubank said, the bank was looking to take the bank to the “next level”, but the decision to leave was Kelly’s.

“After a period of unprecedented growth at UBank, we’ve been reflecting on how we can take our strategy to the next level and realise our vision of becoming Australia’s most referred brand.

“To enable this we’re proposing some changes to our organisational structure. We’re still in a period of reviewing opportunities with our team members, but as part of this, our CMO Jo Kelly has decided to leave UBank. In Jo’s three years with us, she has redefined the UBank brand to demonstrate our true passion for customers.

“She’s a bold and provocative thinker who’s been able to both push creative boundaries and completely change the way we measure the effectiveness of our marketing efforts. Jo is ready for a new challenge and we’re excited to see what this next chapter holds for her.”


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