AustralianSuper brand custodian exits

Hayley Jenkins
AustralianSuper - Senior Manager- Brand
Date: 24 May 2023
Position: Senior Manager- Brand
By Elizabeth Fry

Branding and marketing specialist Hayley Jenkins has departed AustalianSuper after nearly five years with the asset owner.

The brand custodian was responsible for growing, promoting and protecting AustralianSuper's brand. This included defining what the brand stood for and demonstrating how it could tangibly improve members' outcomes in retirement.

Jenkins said finishing up her job has given her the enviable opportunity to take stock of the importance of purpose in her career. As super funds grow and become more specialist, she looks to a big-picture role in a similar purpose led organisation.

In a LinkedIn post, Jenkins thanked her colleagues at the AustralianSuper.

"Thanks especially for allowing me to follow through with the big ambition - and no doubt legacy - to refresh Australia's leading super fund. To exceed global brand call attribution and effectiveness benchmarks in the first week of launch is a great achievement for us all!"

AustralianSuper chief member officer Rose Kerlin posted "Wishing you every success Hayley - thanks for your incredible contribution for AustralianSuper members."

Before her stint at the country's largest super fund, Jenkins worked for Bupa for six years in a similar position. Jenkins previously worked with Lloyds Banking Group and Origin Energy.