JO WYATT
Sydney
Summary
Strategic and member-centric leader with deep experience across marketing, insights, and member experience within Financial Services. Proven ability to unify cross-functional teams around clear, insight-led priorities that lift engagement, retention, and long-term member value. Known for influencing senior stakeholders and driving high-impact initiatives that embed the member voice into decision-making. Bringing a challenger mindset, strong commercial acumen, and a commitment to leading teams with clarity, energy, and purpose.
Overview
21
21
years of professional experience
Work History
Head of Experience, Retention
REST SUPER
07.2023 - Current
- Responsible for design and delivery of the future state customer experience for lifecycle, aligned to Rest’s mission to create super that’s simple.
- Leading a team of 5 marketing strategy, delivery and CX professionals to drive meaningful and efficient outcomes for the member base.
- Rewards program, Job Change, Dedicated $1.7m budget for driving retention.
- Established in 1988, Rest Super is one of Australia’s largest non-profit super funds with 2 million members, $75billion (AUD) funds under management and around 700 employees.
- Key achievements:
- A prominent member of Rest’s SLT, championing customer-centricity to influence business strategy, plus experience and product design.
- Successful delivery of “back to green” plans to transform key metrics from red at half year to green by year end. Advice SOAs, app downloads, attrition rate
- Following a restructure, played an instrumental role in co-designing, embedding and championing agile ways of working, resulting in an average 29% reduction in time to market.
- Spearheaded cross-team collaboration initiatives to improve quality of output and customer-state data capabilities.
- Future of Advice strategy - design and implementation of journey orchestration including future state data capabilities.
Head of Member Marketing
REST SUPER
09.2021 - 07.2023
- Heading up a team of 12 customer marketers, including marketing automation specialists.
- $1.6m budget
- Established in 1988, Rest Super is one of Australia’s largest non-profit super funds with 2 million members, $75billion (AUD) funds under management and around 700 employees.
- Key achievements:
- Transformation from a team of 6 demotivated team members into 12 high performers within one year.
Head of Brand & Marketing (B2C)
REST SUPER
07.2019 - 09.2021
- Team of 8 across brand, marketing automation and customer marketing.
- $17.6m budget including ATL activity
- Established in 1988, Rest Super is one of Australia’s largest non-profit super funds with 2 million members, $75billion (AUD) funds under management and around 700 employees.
- Key achievements:
- Led a $xxm agency pitch, securing a new strategic and creative agency, transforming brand and marketing capabilities.
- Secured Board approval for first ATL campaign in 18 months, improving unprompted brand awareness - elevating the brand from 3rd to 2nd place among key competitors.
- Introduced quarterly planning to replace reactive tactics, driving focus on high-impact initiatives aligned with strategic goals.
Senior Marketing Manager – Micro SME
GALLAGHER
03.2019 - 06.2019
- Marketing Lead for the Micro SME space, responsible for positively contributing to new sales growth and retention, while developing strategic improvements in marketing and digital capability.
- Gallagher is one of the world’s largest insurance broking and risk management firms – voted in the Most Ethical Companies in the world 8 years running.
- Key achievements:
- In the absence of agreed SME targets, running of a leadership planning day to establish clear business goals for CY19, helping to inform the marketing plan and give the wider team a shared direction.
Senior Customer Marketing Manager – Cross-Base
TALKTALK TELECOM GROUP
08.2016 - 09.2018
- Development of detailed and results-focused quarterly and annual marketing plans to deliver against key metrics including CSAT, NPS and churn mitigation. Managing an annual budget of £3.7million for Cross-Base activity.
- Guidance and influencing of senior leaders to ensure a customer-centric approach to customer experience through regular Steerco sessions.
- Working within various departments to encourage stakeholder engagement and support across the board.
- Management of a highly effective and respected team with 7 direct reports. Ensuring high standards of Cross-Base marketing activity while offering development plans, training and direction to team members.
- TalkTalk is the UK’s value-based quad-play telecommunications provider with ambitious growth targets, an innovative approach and a true challenger attitude. Annual revenue was over £1.8billion (GBP) with around 2,300 employees.
- Key achievements:
- Overhaul of the early life customer comms journey, with a digital-first and CX focus throughout. Working within a fast-paced Scrum team to help increase early life NPS score from -48 to -27 within 18 months.
- Leading the Digital Adoption plan to encourage customers off the phones and into digital contact and self-serve channels. Reduced customer care costs by 14% in first 12 months.
- Delivering a ‘discounted router’ campaign to customers with old equipment experiencing poor service levels. Campaign saw a 79% incremental router sales increase, with an average positive impact on churn of 5.6%.
- Developing a comprehensive ‘Surprise & Delight’ programme to improve CSAT and reduce churn. Early campaign results saw a 4.6% reduction in churn.
- Growing Cross-Base team from 4 demotivated members to a thriving and happy team of 7 within 12 months.
Customer Marketing Communications Manager – Prepaid Mobile
OPTUS
02.2016 - 07.2016
- 6-month secondment in addition to existing role.
- Development of customer contact strategy to launch a new Product proposition based on data-free music streaming exclusive to Prepaid Mobile customers, as part of a $5million (AUD) TTL campaign.
- Optus is the second-largest telecommunications company in Australia with annual revenue in excess of $8.9billion (AUD) and over 8,700 employees.
- Key achievements:
- Successful delivery of music launch campaign direct to 1.6million customers across channels including MMS, email and personalised digital targeting, driving a significant uptake within days of launch, exceeding initial targets by 16%.
Marketing Manager – Cash by Optus
OPTUS
03.2015 - 07.2016
- Responsibility for marketing strategy and comms/campaign delivery for Cash by Optus – a mobile-based contactless payment solution developed by Optus and powered by Visa.
- Full development of annual marketing calendar across complete channel mix (Direct Marketing to ATL).
- Working with Go-to-Market team on full-scale launch of Cash by Optus, including Customer Care Support and Internal Communications.
- Working day-to-day with the Product team to support the fast-evolving roadmap and business objectives.
- Fostering relationships with Visa & Heritage Bank (Issuer) to encourage ongoing budgetary support and a strong partnership.
- Optus is the second-largest telecommunications company in Australia with annual revenue in excess of $8.9billion (AUD) and over 8,700 employees.
- Key achievements:
- Widely praised and recognised launch of Cash by Optus to the market, resulting in a ‘Personal Excellence’ award in my role.
- Product won 5 Global industry awards.
- Delivery of highly successful social campaign using engaging content to drive awareness and registrations. Drove a 220% increase on weekly subscriptions.
- Was pivotal in creating a new category in mobile payments and launching an Australian-first for a Telco company.
Account Director
MERCERBELL PTY LTD
08.2013 - 08.2014
- Overall management of accounts, driving client satisfaction and increasing growth for the agency.
- Responsible for development and implementation of tactical and long-term campaigns to achieve client objectives and continuously improve efficacy of activity.
- Building respected and close relationships with senior clients.
- Management of a team of 3, including development plans, reviews, objectives and KPI’s.
- MercerBell (owned by Saatchi & Saatchi) is a customer experience marketing agency that adopts a channel-neutral approach to helping clients gain, grow and retain customers through data-driven and creative insights.
- Key achievements:
- Increased client revenue by over 20% from FY12 to FY13.
- Played a key role in Toyota Fleet Management’s (TFM) internal strategy planning sessions and development of the 3-year mid-term marketing plan, including an extensive CRM program.
- Developed a key visionary strategy paper for Toyota Finance’s General Manager, to communicate his personal vision for the future of the mobility industry to Toyota’s board of Directors in Japan.
Senior Account Manager
MERCERBELL PTY LTD
04.2010 - 08.2013
- Clients: Toyota Finance Australia (Financial Services), Voyages Indigenous Tourism Australia (Tourism).
- MercerBell (owned by Saatchi & Saatchi) is a customer experience marketing agency that adopts a channel-neutral approach to helping clients gain, grow and retain customers through data-driven and creative insights.
Account Manager
HEAVENLY GROUP LTD
03.2008 - 12.2009
- Clients: Sainsbury’s (FMCG), Welsh Assembly Government (Tourism) & Meydan Racecourse (Destination Marketing).
- Heavenly is an entrepreneurial branding and marketing agency offering full-service initiatives, from brand development through to marketing implementation.
Account Executive
HEAVENLY GROUP LTD
08.2006 - 03.2008
- Heavenly is an entrepreneurial branding and marketing agency offering full-service initiatives, from brand development through to marketing implementation.
Event Manager
SILVERLEAF PRODUCTIONS LTD
02.2005 - 08.2006
- Silverleaf is a corporate events company specialising in off-the-shelf and bespoke creative events.
Education
BA (Hons) - English Literature
University of Reading
England10.2004
Latymer Upper School
London05.2001
Ibstock Place School
London05.1999
Skills
Member Insights & Strategy
Experience Design
Prioritisation & Governance
Board & Committee Engagement
Enterprise Commercial Thinking
Stakeholder Influence
Data-Driven Decision-making
Team Leadership
Websites
PASSIONS
Gardening and interior design., Other interests include socialising, exploring, skiing, swimming and spending as much time as possible with our 5-year-old daughter.
Timeline
Head of Experience, Retention
REST SUPER
07.2023 - Current
Head of Member Marketing
REST SUPER
09.2021 - 07.2023
Head of Brand & Marketing (B2C)
REST SUPER
07.2019 - 09.2021
Senior Marketing Manager – Micro SME
GALLAGHER
03.2019 - 06.2019
Senior Customer Marketing Manager – Cross-Base
TALKTALK TELECOM GROUP
08.2016 - 09.2018
Customer Marketing Communications Manager – Prepaid Mobile
OPTUS
02.2016 - 07.2016
Marketing Manager – Cash by Optus
OPTUS
03.2015 - 07.2016
Account Director
MERCERBELL PTY LTD
08.2013 - 08.2014
Senior Account Manager
MERCERBELL PTY LTD
04.2010 - 08.2013
Account Manager
HEAVENLY GROUP LTD
03.2008 - 12.2009
Account Executive
HEAVENLY GROUP LTD
08.2006 - 03.2008
Event Manager
SILVERLEAF PRODUCTIONS LTD
02.2005 - 08.2006
BA (Hons) - English Literature
University of Reading
Latymer Upper School
Ibstock Place School