“Youi has built up a fantastic brand with a clearly differentiated proposition. The challenge to take that further and extend with the backing of a fantastic team was irresistible.”
Those were the words of Youi’s newly appointed chief marketing officer Joachim Holte (pictured), who made the switch from Flight Centre where he served in the same capacity.
According to the CMO, he was attracted to the Queensland general insurer because of its powerful brand and strong market position. The key hire brings experience from the likes of Kmart, Wego, and Wotif Group.
Holte’s arrival coincides with the departure of chief growth officer Fabrizia Roberto and chief brand officer Lukas Temple. Roberto is setting up a marketing business, while Temple is joining a wine venture.
Commenting on the development, Youi chief executive Hugo Schreuder stated: “Both Fabrizia and Lukas have achieved extraordinary results for Youi, most recently launching our COVID-19 relief campaigns, which supported more than 300,000 Youi customers affected by COVID-19.
“We wish them both every success for the future and thank them for their incredible work and dedication towards helping position Youi as one of Australia’s most trusted insurers.”
As for the creation of the CMO function, Schreuder said the goal is to help the company further strengthen its “cutting-edge” marketing campaigns, many of which are produced by Youi’s in-house marketing team.
“Youi is regarded as a leader in the marketing space, so we appointed a CMO that was capable of utilising marketing as a key driver of growth,” he noted.
