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About the Role
Lead the strategy, standards, and enterprise influence that turn customer insight into distinctive, simple, useful, and trusted CommBank experiences. Shape how one of Australia’s most recognised brands is experienced across digital, physical, and human interactions.
Responsibilities
- Own and evolve the enterprise brand strategy, architecture, portfolio principles, and customer value proposition frameworks.
- Translate purpose and brand pillars into clear choices guiding product, service, experience, and go-to-market decisions.
- Set the ambition and strategic direction for a distinctive CommBank digital brand experience across various platforms.
- Embed brand in interaction design, language, motion, navigation, personalization, accessibility, and reassurance.
- Use data, research, and customer feedback to identify key moments, pain points, and unmet needs.
- Translate customer insight into recommendations, roadmaps, and design principles to improve trust, engagement, and efficiency.
- Define experience principles across branches, ATMs, events, workplaces, service interactions, and relationship-led channels.
- Champion connected journeys across digital, assisted, and physical touchpoints for improved continuity and consistency.
- Create and maintain experience principles, digital brand playbooks, tone and language guidance, and reusable patterns.
- Define how the CommBank brand should appear in AI-assisted and agentic interactions, including guardrails for voice, transparency, and safety.
- Build shared direction, clarify decision rights, and influence roadmaps across a complex enterprise environment.
- Lead brand governance across the masterbrand and portfolio, including naming, trademarks, approvals, suppliers, and controls.
- Coach and grow a high-performing chapter, building capability in customer journey analysis, digital experience, strategic storytelling, commercial acumen, AI literacy, and enterprise influence.
Requirements
- Extensive senior experience in brand strategy, customer experience, service design, digital product, experience strategy, or an equivalent field, ideally within a large, regulated, or complex organization.
- Experience shaping high-volume digital products or services, including mobile app and web experiences, through partnership with Product, Design, and Technology teams.
- Experience using customer journey methods, behavioral and qualitative research, experience measurement, experimentation, and insight synthesis.
- Experience translating brand strategy into design principles, interaction patterns, language systems, physical environments, and frontline experiences.
- Experience leading cross-functional programs and influencing at the executive level without direct authority.
- Experience connecting customer and brand outcomes to growth, retention, conversion, efficiency, trust, and risk.
- Experience managing governance, suppliers, budgets, controls, and risk while enabling pace and innovation.
- Experience leading and developing high-performing teams in a complex matrix environment.
- Experience with AI-enabled experiences, personalization, accessibility, privacy, and responsible design is highly regarded.
Skills
- Brand Strategy
- Customer Experience
- Service Design
- Digital Product
- Experience Strategy
- Customer Journey Analysis
- Digital Experience
- Strategic Storytelling
- Commercial Acumen
- AI Literacy
- Enterprise Influence
- Brand Governance
- AI-enabled experiences
- Personalisation
- Accessibility
- Privacy
- Responsible Design
Location
- Sydney
Work Type
- Contract
- Hybrid
Experience Level
- Senior
- Chapter Lead
Benefits
- Culturally safe workplaces
- Flexibility for cultural obligations
- Support and training for managers
- Support for First Nations (Indigenous Employee Network, Yarning Circle)
- Development opportunities
- Flexible working options (changing start/finish times, part-time, job sharing)
About the Company
- CommBank Marketing & Corporate Affairs team
- Commonwealth Bank Group (including Bankwest, x15ventures)