Anna Bay, Executive Manager Group Strategy & Marketing, CBA

Anna is the Executive Manager of Brand Strategy at Commonwealth Bank. She leads a team who leverage customer insights to understand key brand and reputation performance drivers, develops brand strategy, identity and architecture and ensures our brand is consistently represented through all marketing communications. Recently she has led the development of an updated brand strategy and architecture for the Group. She is focused on understanding the voice of CommBank customers and the narrative surrounding the bank in contemporary culture and using these insights to influence the business and Marketing communications.

She has also held leadership roles in Marketing strategy, Customer Marketing, and Social Media Strategy at CommBank, and has managed the Marketing strategic planning process, customer transformation programs, and Marketing’s transition to a dynamic leads platform. She loves a good strategic challenge. Prior to joining CommBank she co-founded a tech startup – A geo-locative, augmented reality mobile game called Crime Plays – and produced campaigns digitally at Imagination, and branded television at Brand New Media.

Strategic and creative, Anna is passionate about storytelling, and believes in the power of Marketing to tell the story of a brand in contemporary culture and make an emotional and enduring connection with a group of people. Outside of work you will find her writing, taking photographs or getting stuck into a good book.

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