CBA unveils new marketing leadership structure following Jo Boundy exit

Commonwealth Bank has unveiled a new marketing leadership structure, appointing three chief marketing officers and a managing director of its expanded in-house agency following the departure of group CMO Jo Boundy.

The restructure sees Di Everett, Katreena Tyson, James Peereboom and Pat Crowley take on new leadership responsibilities, with all four promoted internally and reporting to group executive marketing and corporate affairs Monique Macleod.

The new model divides CBA's marketing leadership across brand and major partnerships, retail banking, business and institutional banking, and an expanded in-house agency responsible for creative, media and content.

Everett has been appointed CMO, brand and Olympics, overseeing CBA's brand strategy and major partnerships, including Football Australia and the Olympic and Paralympic Games. She has spent seven years at the bank, following senior marketing roles at Unilever, Coca-Cola and Optus.

Tyson takes on the role of CMO, business and institutional banking, with responsibility for marketing across CBA's business banking operations, from small businesses to major corporate and institutional clients. She has more than 25 years' experience in financial services marketing, including roles at ANZ and UBS, and has spent eight years at CBA.

Peereboom becomes CMO, retail banking, leading marketing strategy across everyday banking, home lending and personal financial services. He brings 19 years of financial services marketing experience, including 15 years at CBA and previous roles at St.George and Westpac.

Crowley has been appointed managing director of CBAgency, which will expand its remit to bring together creative, media, campaign planning and delivery, content and social media under one in-house operation. He has worked on CBA's marketing business for more than two decades, including agency roles at Ikon, Essence and WPP Media.

"Marketing has an important role to play in understanding our customers, strengthening their relationship with CBA and supporting sustainable growth across our businesses," Macleod said.

"Our new model puts senior marketing leadership closer to our business and customers, supported by strong enterprise capability across brand, partnerships, creative, media and content."

The appointments follow the announced departure of Boundy, who has overseen CBA's marketing function and helped develop its internal marketing capabilities.

"Jo has helped build the capability and leadership that make this possible and I thank her again for her contribution to CBA," Macleod said.

All four executives will start their new roles in November.