Westpac adds digital responsibilities to CMO Martine Jager’s role
Westpac CMO Martine Jager has added the chief digital officer role to her responsibilities following the departure of the bank’s chief digital officer Scott Tanner.
Jager, who appointed MLA marketer Andrew Howie to her team as head of advertising last year, will now be responsible for a key part of the bank’s digital transformation strategy.
Westpac Group CMO Martine Jager
A Westpac spokesperson told Mumbrella: “I can confirm Scott Tanner, who was formerly our chief digital officer, has left the Westpac Group and Martine Jager, Westpac’s chief marketing officer, has taken on additional responsibility leading Westpac’s digital business. Martine’s new title is chief digital and marketing officer.”
The digital business is an important part of Westpac’s strategy, with the company’s listing digital transformation towards the top of its corporate vision statement.
Aims of the bank’s digital transformation include creating a more seamless digital experience for the Westpac’s customers along with other objectives including to: “materially reduce the Group’s cost of operations by using digital technologies to simplify processes and consolidate systems.”
Tanner joined the Westpac group from Bain & Co when he was appointed head of St George bank’s Victorian operations. Before becoming CDO of the group’s consumer banking division, he held the role of the arm’s chief operating officer.
In a message to all staff George Frazis, Westpac’s chief executive consumer bank, said: “Our customer needs continue to evolve, and increasingly they’re choosing to interact with our brands through our digital channels.
“I’m confident that with marketing and digital working even closer, we can ensure we consistently deliver the best outcomes for our customers in every moment.”
This just means that Westpac’s digital agenda will stall even further. No marketer gets the pervasive nature of digital technologies.
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