Hazel Pitchers is Chief Marketing, Brand & Communications Officer and AI Transformation Lead at IFM Investors, where she leads the firm’s global brand, marketing, communications and marketing led AI agenda.
With more than 25 years’ experience, Hazel is a CMO and board level adviser specialising in value creation, growth strategy, transformation and trust led brand building. She has held senior global leadership roles across investment management, including nearly a decade at BlackRock and as Global CMO at AXA Investment Managers, where she built and scaled global marketing functions and repositioned brands for long term growth.
At IFM Investors, Hazel is a trusted partner to the CEO, Executive Committee and Board, responsible for transforming marketing into a core growth engine aligned to commercial outcomes. Under her leadership, IFM has repositioned from a respected Australian infrastructure investor into a credible global private markets brand, securing record board investment, embedding marketing ROI discipline, and lifting the firm’s standing with institutional investors globally. She leads a team of 40+ across London, New York, Sydney, Melbourne and Asia and manages a global budget of approximately A$16m.
Alongside her executive role, Hazel founded Merakiting Ltd, a boutique consultancy advising financial services and technology firms on customer strategy, brand positioning, ESG and transformation. She also serves as a Non Executive Director with Schools Home Support, bringing experience in governance, culture, stakeholder engagement and purpose led value creation.
Known for her commercial rigour, clarity of thinking and empathetic leadership style, Hazel is particularly focused on helping organisations perform while transforming, and on developing senior leaders capable of operating at board and enterprise level.
