ANZ Appoints Sian Chadwick as Chief Marketing Officer

Sian Chadwick has been appointed ANZ’s new Chief Marketing Officer, after three years as General Manager, Marketing. 

She succeeds Astrud Burgess, who is moving on to a role as Managing Director of Customer Proposition within the organisation after three years as CMO. 

“I’m excited to build on the strong foundations established by Astrud and the team, continuing to strengthen our marketing capability, enhance how we measure impact and ensure every marketing investment delivers value for our customers and the business,” Sian says.

“We have a strong brand, talented teams and a clear opportunity to deepen customer relationships through our marketing.”

Marketing leadership experience

Sian has spent three years at ANZ as a General Manager for Marketing, and in that time has supported the development of several key campaigns – including the relaunch of the ANZ Falcon. 

Initially designed to personify the bank’s high security offering, the company reimagined the original campaign through personalised ‘Falcons’ assigned to each ANZ customer in order to detect and prevent cybercrime. 

The technology analyses customers’ banking behaviour to recognise, flag and identify suspicious transactions – learning from thousands of data points to build up a unique picture of ANZ customer habits and spot fraudulent transactions. 

“As cyber-crime continues to impact Australians, the decision to focus the brand campaign on ANZ’s security capabilities underscores our commitment to keeping customers safe from fraudsters and sophisticated criminal networks,” Sian notes.

“This revitalised ANZ Falcon campaign showcases the work we do to help protect customers in a new era of fraud and scams.”

Before joining ANZ held marketing leadership positions at companies such as IG Group and Westpac, and spent more than 15 years at American Express – first joining as a Senior Manager for Digital Customer Experience before progressing to a role as Regional B2B CMO. 

“Sian is a highly respected marketing leader with deep expertise across brand, customer engagement and transformation,” says Pedro Rodeia, ANZ Group Executive of Australia Retail.

“She is highly regarded for building capability, bringing teams together and delivering strong outcomes for customers and the business. We are delighted to appoint her as ANZ’s Chief Marketing Officer and look forward to her leadership as we continue to strengthen our marketing effectiveness and customer focus.”

Building a new customer propositions team

Atrud’s new role will involve leading the company’s customer propositions team – which focuses on customer strategy, experience and lifecycle management to create better outcomes and drive growth. 

“Customer expectations are changing quickly, and creating growth increasingly means bringing together customer strategy, segment propositions, customer experience, customer lifecycle management, marketing, personalisation and marketing technology in a more connected way,” Astrud says. 

“That's exactly what our Customer Propositions team is focused on in New Zealand, and I'm excited to be giving my full attention to my expanded role as Managing Director Customer Propositions.”

This is a relatively new team for the business, established as the bank looks to shift from product-centric selling to a more customer-centric approach.