19 January 2009
International healthcare company Bupa has appointed Fiona McAnena as its group brand director and Sue Moore as marketing director of its UK health insurance business.
McAnena will be responsible for developing the brand internationally across all of Bupa’s businesses. She will oversee the business areas of health insurance and aged-care service, preventive health, hospitals and home healthcare.
McAnena started her career at Unilever and has held senior marketing and management roles in various organisations including Kantar and Mediaedge:cia. She joins Bupa from Pepsico where she was vice president, innovation. “Bupa is a market leader in the healthcare sector, which really matters to people,” she said. “It is a strong brand with great integrity which can be the touchstone for future innovation and growth.”
Moore also started her career at Unilever and will be responsible for marketing Bupa’s UK health and travel insurance, cash plan, critical illness cover and income protection.
“My new role has lots of appeal,” says Moore. “It is in a sector that is growing in importance. The role encompasses both the consumer and b2b markets which adds to its interest.”
Moore is joining Bupa from Land Securities Trillium, where she was marketing and communications director. For 17 years Moore worked at British Airways in a series of brand, marketing and strategy roles. She launched BA’s Executive Club loyalty programme, led the airline’s brand team and introduced the flat bed for Club World customers.
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