The Financial Services Council (FSC) has appointed former journalist Sally Loane as CEO, to replace John Brogden from January.

Ms Loane is currently Director of Media and Public Affairs at Coca-Cola Amatil and has worked as a journalist with a number of media groups.

Chairman Greg Cooper says she will bring “a strong background in media and corporate reputation” to the council.

“Her skills and experience will be critical as financial services moves from an era of the most significant changes in regulation and legislation in its history to its next phase of being an export and growth industry for Australia,” he said.

Ms Loane says building trust in financial services is a significant goal.

“My initial mandate will be to focus on three key areas for the future of financial services,” she said. “The first will be to establish a platform for Australia to develop a retirement outcomes policy.

“The second is to ensure financial services has a voice of influence in the debate on the tax and federation white papers − an area that is well overdue for reform.

“The third is to contribute to Australia’s future economic growth through building the right regulatory architecture, so Australians can develop a significant presence in the Asian region.”

Ms Loane is also a director of the Waratahs rugby team and the girls’ school SCEGGS Darlinghurst.

She is Deputy Chairman of the Committee for Sydney, a governor of the Research Foundation of Cerebral Palsy Alliance and a member of the Salvation Army’s media advisory board.

Mr Brogden is leaving to become CEO of the Australian Institute of Company Directors.