Head of Emerging Segment Marketing, NAB
Sheena is the marketing leader in transforming NAB’s strategic approach to the Emerging (Millennial) customer segment. Championing a customer-first approach with her team, she has boldly repositioned NAB’s everyday banking proposition leading with the NAB mobile app and unlocking new NAB-digital first channels to take the proposition to market (e.g. Snapchat, Instagram, Tribe, Spotify). Through leveraging partnerships, she has led the marketing launches of new NAB innovations including Virtual Assistants (Google Assistant and Amazon Alexa) and new payment platforms (e.g. Google Pay, Samsung Pay and Fitbit Pay). Focusing on the customer, she has led the design of personalised journeys aligned to key customer life events using analytics and data signals to create omni-channel customer experiences. The results have contributed to record-breaking growth in NAB digitally active customers and everyday banking product sales as well as deeper customer relationships and advocacy.