IAG restructures marketing leadership, putting four senior roles under review
NRMA Insurance parent company IAG is reviewing its marketing team
IAG has kicked off a major review of its marketing leadership less than six months after the appointment of Emily Roberts as its chief customer and marketing officer.
The parent company of NRMA Insurance is set to consolidate four executive manager roles into three, with the employees who previously reported to former CMO Michelle Klein reportedly asked to reapply for their positions.
Among those affected is Mark Echo, a former client lead at Facebook and at media agencies Bohemia and Match Media, who has led IAG’s channel and performance marketing since January 2023.
Also under review is Sally Kiernan, who has been at IAG since 2018 and was recently appointed executive manager of marketing, brand and communications, following a long tenure as marketing director.
George Exikanas, who has also been with the business since 2018, is currently executive manager of marketing growth and brand strategy.
Rounding out the group is Luke Farrell, a 14-year IAG veteran and executive manager of partnerships and marketing operations for the past two years.
Under the proposed structure, IAG will move to three executive manager roles reporting into Roberts: brand and acquisition marketing, customer engagement and retention, and business performance and planning. The former two roles are currently being advertised on Linkedin.
An IAG spokesperson said: “IAG is making some changes to its marketing leadership team to streamline ways of working and accountabilities to better support the delivery of our strategic vision.
“These changes are designed to ensure our marketing teams are set up to deliver the greatest impact for our customers and the business.”
IAG’s marketing leadership changed late last year when Roberts stepped into the CMO role following Klein’s departure to Westpac.
Roberts previously spent two decades at American Express, most recently as vice president and general manager of consumer and commercial services for the Australia and New Zealand market.
IAG’s portfolio includes NRMA Insurance as its flagship consumer brand, alongside CGU Insurance, RACV Insurance and youth-focused brand Rollin.
Initiative has been the media agency of record for IAG since 2021, while creative has been led by The Monkeys, which has since been folded into Droga5 ANZ and Accenture Song.
Last year, to mark its 100th birthday, NRMA Insurance and Accenture Song rolled out a new brand film named “The Lighthouse”, which builds on its “A Help Company” platform that it adopted in July 2024.
More recently, NRMA launched its Cricket Australia Ashes campaign, “Helping the game we love continue to thrive”, also developed by Accenture Song with marketing leadership from the four executive managers whose roles are now under review.
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