Lendi Group appoints new head of brand

Online brokerage Lendi has appointed a new head of brand to move forward with group marketing.

Antoinette Tyrrell, who spent the last three years in senior marketing and strategy roles at Westpac, will step in as the new head of brand for Lendi as it paves a clear path towards integrating the technologies of Aussie and Lendi.

“It’s such an exciting time to join the group and I look forward to playing a key role in supercharging the growth of our brands and help drive greater investment in their market-leading capabilities,” she said.

Ms Tyrrell brings close to 20 years of local and global marketing experience to her new role at Lendi Group.

Her remit involves spearheading Lendi Group’s powerhouse position in the home loan industry, which has been built by combining Aussie’s iconic brand with disruptive Lendi technology and processes.

Zara Cobb, CMO of Lendi Group, said she was thrilled to welcome the new leader to the broader marketing team.

“At Lendi Group – through our multi-brand strategy we’re laser focused on cutting through complexity, breaking down barriers and ultimately changing the way Australians organise, finance, lend, and buy property – for good,” she said.

Much of Ms Tyrrell’s career has been at The Coca-Cola Company where she held senior leadership roles across marketing, innovation, business strategy and commercial functions in markets across Asia, South Pacific and Africa.

Expanding her experience beyond FMCG, she moved to Vodafone Australia to set up a consumer segment marketing function to define the commercial and go-to-market approach for priority consumer segments.

Intrigued by agile start-up culture, Ms Tyrrell then joined Retirement Essentials, a fintech as chief customer officer where she led the development of an innovative scalable technology service that enables senior Australians to access affordable financial advice.

[Related: Lendi-Aussie merger officially completes]