QBE Australia has appointed Bettina Pidcock to the newly created role of EGM Marketing.

Ms Pidcock is the former head of marketing for ANZ Wealth and has also worked in marketing for TAL, BT Financial Group, St George Bank, Westpac and MLC.

Australian and New Zealand Operations CEO Tim Plant says QBE is strengthening its efforts to “understand customers’ preferences”.

“Bettina’s experience will play a vital role in helping us increase our capability to deliver great experiences for our people, customers and the community,” he said.

QBE says Ms Pidcock has a strong track record of increasing engagement through innovative marketing strategies, data-led insights and leadership.

She will start on January 18, based in Sydney.