Katie Roberton

• Part of a small team (formed in 2017, led by Chief Design Officer Opher Yom Tov) responsible for applying and building HCD capability throughout ANZ. In this role I partnered with teams across Home Loans, Business Lending and Digital to apply design to ANZs most strategic projects focusing on delivering both customer and business outcomes. Projects included:
  • Reimagining the Home Loan experience
  • Simplifying customer communications
  • Simplifying the home lending experience for Business Owner
  • Creating the ANZ Plus experience for Business Owners
  
  The role was also responsible for raising awareness, understanding and enthusiasm for design and its impact across ANZ, as well as building design capability within the design community and wider business.
  
  Key achievements:
  • Successful delivery of multiple strategic design projects (see portfolio for further detail) which included skills such as global competitor analysis, customer research & insight development, ideation, and concept testing through to business case development and presentation for funding to senior executive sponsors.
  • Piloted and launched HCD Foundations capability program across the organisation. Program targeted teams who wished to apply a design approach to their project and provide them with the basic skills, tools, and ongoing support to do so.
  • Co-developed and delivered the 2021 Skills Learning Program for the design community. Involved delivering 10 different courses from educators based around the globe targeting different design skills
  • Successfully delivered and executed communication strategy to raise awareness across ANZ leadership group of design and its impact on business outcomes and metrics.

Position Overview:

• Responsible for developing the marketing portfolio strategy with a specific focus on identifying and implementing initiatives to improve customer and banker experience.

KEY ACHIEVEMENTS:

• DELIVERY OF ANZS FIRST SMS RATE CHANGE COMMUNICATION TO HOME LOAN CUSTOMERS, REDUCING TIMEFRAME TO COMMUNICATION BY 50%
• DEVELOPED ANZ PROPERTY PROFILE REPORTING, IDENTIFYING AND IMPLEMENT KEY CHANGES TO PROCESS TO INCREASE QUALITY OF SALES LEADS.
• CONSOLIDATED CUSTOMER COMMUNICATIONS PROGRAM, RESULTING IN DECREASED COST TO SERVE AND CUSTOMER COMPLAINT NUMBERS.

Position Overview:

Responsible for increasing awareness of ANZs affluent offering within the customer segment via customer communications and capability building with sale teams.

Key achievements:

• Revised and standardised Home Loan customer communications ensuring quality of communications, branding and consistent customer experience for customers throughout the lending experience.
• Launched external website to drive acquisition
• Developing 1:1 capability program for relationship managers to ensure consistent sales behaviors and conversations

Position Overview:
Managing a team of 3 and budget of $2m, I was responsible for identifying opportunities to grow 50+ segment profit through segment focused products, packages, relationship management and communications.

Key achievements:

• Delivery of in-depth market review and customer research to gain an understanding the customer base, their financial relationships and identify potential opportunities within the marketplace.
• Development and endorsement by Senior Executives of national strategy to drive growth across key metrics of customer penetration, market share and share of wallet within the 50+ marketplace.
• Development of Retirement Banking Specialist concept as key channel to deliver national strategy. End to end management of national rollout of program across ANZ’s then 816 branches
• Development of ongoing coaching and support program, including national conference
• Creation and execution of national multi-channel marketing plan to support ANZ Retirement Banking Specialist strategy, including national media coverage from PR campaign.

Results:

• Growth across all key metrics, in particular customer satisfaction, share of wallet and main bank.
• High engagement and voice with branch network
• Increased customer profitability and cross sell results from localised campaigns compared to control groups.

Position Overview:
As a member of the Retail Marketing team, I managed 3 team members and a budget of $3m+. I was responsible for to developing and implementing the marketing strategy and program to promote all new ANZ branches nationally, driving customer acquisition and market share.

Key achievements:

• Development and approval of national marketing strategy and program, which still allowed for individual branch location and customer demographics.
• Development of pilot customer reward program to increase main bank and customer profitability.
• Development of national marketing campaign, including event and sponsorship program.
• Management of marketing team to ensure successful delivery of 65 individual branch openings within timeframes, budget and achieving set sales targets.

Position Overview:
Responsible for managing and delivering the business unit’s communications and marketing strategy.

Key achievements:

• Management of business unit communications policy and stakeholder relationships.
• Management of business unit intranet and internet site, including content development and policy.
• Management of all brochure-ware production and development, including cost and content management
• Assistant Editor of customer magazine (In Business). Management of end-to-end process, all external and internal stakeholder relationships.
• Management of budget, advertising, production, and distribution requirements

Position description:
Responsible for the end-to-end marketing co-ordination of yearly
Spring Mortgage Campaign. Key outcomes with role included:

Key achievements:

• Delivered Spring Mortgages Marketing campaign on time and within designated budget. This included preparation of creative briefs, stakeholder management of internal groups and external media and creative agencies. Management of production timelines, budget and results analysis.
• Managed business unit collateral and relationship with print supplier.
• Events management and sponsorship included managing bi-monthly ANZ Home Buyers Seminar.

Position Overview
Responsible for developing and managing internal communication
and marketing initiatives to supporting Group Marketing activities.

Key achievements:

• Management of brand guideline approvals for all Business Units marketing collateral.
• Development and management of internal marketing communications, including newsletter and intranet site. Creation and launch of ‘Best Practice Campaign Management’ intranet site.
• Development and implementation of ANZ Brand Champion network across ANZ business units.
• Management of brand guideline approvals for all Business Units marketing collateral.
• Development and management of internal marketing communications, including newsletter and intranet site. Creation and launch of ‘Best Practice Campaign Management’ intranet site.
• Development and implementation of ANZ Brand Champion network across ANZ business units.