BrandHook

In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints. Louise is a global marketing executive with a career spanning 25 years in transformative marketing roles across manufacturing, mining, financial services and now sport and health. Louise is leading the establishment of the marketing function and capability at the Australian Sports Commission and the transformational strategy to shift Australians’ connection with sport and health. Prior to the Australian Sports Commission, Louise most recently was Group General Manager Marketing at ANZ, having spent the past decade leading marketing in the Australian and group divisions. Louise was responsible for delivering the transformative group wide marketing program to drive the ANZ Asia-Pacific expansion and more recently the move to a digitally focused business. Prior to this, Louise held numerous global sales and marketing leadership roles with BHP Billiton including the development of the BHP Billiton global brand following the integration of BHP and Billiton plc.

In Episode 11 of this new podcast series, BrandHook MD, Pip Stocks, talks with Australia Post chief innovation officer and former CMO, Greg Sutherland, about how brand reputation today is built on what customers say, how addressing a bad experience successfully can transform customer relationships, and what AusPost is doing to innovate customer interactions. As an innovation leader and member of the executive committee, Greg is responsible for culture development, services and investments enabling innovation. This includes incubating and investing in new businesses that support our future in ecommerce delivery and services as well the platforms that can enable everyone to be included. Greg joined Australia Post in August 2013 as Chief Marketing Officer, responsible for marketing and customer experience including mobile, online and customer service channels, to help drive Australia Post’s digital transformation and create new and contemporary experiences. Prior to this, he held senior group roles at NAB responsible for strategy, brand, marketing, corporate affairs and innovation. During this time, he led a range of high profile initiatives including the brand re-launch from National to NAB, as well as the creation and launch of NAB’s online-only banking subsidiary, UBank. Prior to joining NAB, Greg was a partner and director at Boston Consulting Group which included leading the Asia-Pacific ecommerce practice.

In Episode 10 of this new podcast series, BrandHook CEO, Pip Stocks, talks with Country Road GM of brand and customer experience, Col Kennedy, about how brands enabling teams to support the customer no matter what they want to achieve is vital to the engagement equation. Col recently joined Country Road to the lead the focus on further building this iconic Australian brand and the overall customer experience. He is a passionate marketer with experience working across Australia, Europe, Asia, UK and USA. Prior to Country Road, Col globally headed up marketing and Ecom at Cotton On; as well as marketing at Target Australia. Before moving to Australia he spent most of his career at Disney and Sony PlayStation in European roles.

In Episode 9 of this new podcast series, BrandHook CEO, Pip Stocks, catches up with VicSuper Executive Manager of Marketing, Insights and Experience, Sara Daymond, about why there’s no point only progressing something around the edges if you want to truly improve your customer experience, and how seamless interaction is vital to success. Daymond leads the marketing team in building member engagement, helping deliver new organic growth and positioning the VicSuper brand. Daymond and her team are responsible for VicSuper’s member and employer communications and campaigns, sustainability initiatives, market research, data analysis, digital activity and business development. A passionate advocate of member education and the customer experience, Daymond has worked in roles across distribution, product management, strategy and marketing for institutions such as AXA/AMP, Esanda Finance, ANZ Funds Management and Plum Financial Services.

In Episode 8 of this new podcast series, BrandHook CEO, Pip Stocks, talks with Meridian Energy Australia and Powershop Australia CEO, Ed McManus, about the importance of creating easy and quick experiences for customers - and being honest about what you can truly deliver as a brand. Ed became the CEO of Powershop Australia and Meridian Energy Australia in January 2016. Beginning his career as a medical research scientist after completing a PhD in Biochemistry, he spent several years working for one of the world’s largest pharmaceutical companies, GlaxoSmithKline. This was followed by a move into the media industry, working for realestate.com.au in roles across sales and marketing, operations, and pricing strategy. Ed then made the decision to do something that would positively impact the future of his children’s lives and sought out an opportunity in the renewable energy space. This led to his leap to Powershop, ranked by Greenpeace as Australia’s greenest energy company (2014 & 2015). Powershop gives customers transparency and control over their energy and now powers more than 100,000 households and businesses from across Victoria, New South Wales and Queensland. Meridian Energy Australia owns and operates the Mt Mercer wind farm in Victoria and the Mt Millar wind farm in South Australia, and is part of Meridian, the largest 100% renewable energy company in Australasia.

Delivering on your promises lies at the heart of authentic customer experiences and that’s exactly what the CX team at banking giant, NAB, is striving to do. In this latest podcast, CX team members, Sarah Graham and Donna Hutchison, share their views on what makes a great experience to them personally, and how a seamless promise and continuous improvement are key. Sarah Graham is the head of customer experience initiatives at National Australia Bank. With over 20 years’ experience solving business problems across a variety of industries including financial services, utilities, government, education and health. Sarah has now shifted her focus from solving business problems to those encountered by customers and has spent the last four years at NAB leading a customer obsessed team identifying and removing customer frustrations and working to improve the overall experience customers have with NAB. Donna Hutchison is the general manager of customer experience at National Australia Bank. She has been a NAB customer since she was 7 years old and with over 15 years of experience in the banking industry in roles covering strategy, corporate finance, treasury and wealth management she is loving the opportunity to put these skills to good use in improving the experience for NAB’s customers. In her currently role, Donna has accountability for embedding a culture of customer advocacy at NAB via the Net Promoter System, which includes using customer data and insights to improve advocacy by investing in the interactions and moments that matter most to customers.

A business that cares about its customers is an easy thing to say; it’s much harder to do. In Episode 6 of this new podcast series, BrandHook CEO, Pip Stocks, talks with MYOB’s creative chief, Stanley Johnson, about the importance of creating in order to solve the customer problem. In a career spanning over 20 years, Stanley has held creative director roles at major agencies in London and Melbourne. Three and a bit years ago, he was approached about a newly created role of creative director at MYOB. Under his creative leadership, MYOB was named Australia’s Most Innovative Large Company by Fairfax Media. Stanley was a member of the ADMA Agency Council, where he introduced an industry-wide mentor scheme, and co-founded the ADMA Creative School in Melbourne. He also helped establish JUNIOR, to assist young people looking to enter the creative industries. His work has been recognised at Cannes, London, New York, and locally at MADC and ADMA.