RAC WA is on the hunt for a new GM of brand and marketing following the resignation of Haylee Felton after a three-and-a-half-year stint. The experienced marketing exec has accepted a position as CMO at University of Western Australia (UWA), effective from 7 October.

Felton described the tertiary institution as another “iconic WA brand, but a big change from financial services and RAC”. The new gig covers all brand, marketing, corporate communications and student recruitment.
She replaces Owen Davies, who left last December after a six-year tenure and has become chief growth officer at Edith Cowan University.

Prior to joining RAC WA, Felton spent more than five years at Bankwest, holding a number of marketing and brand roles before becoming CMO in May 2019. She’s worked across both client and agency side, including marketing management roles with British Gas and business development for the UK Government Department of Education, then account direction and strategy planning at The Brand Agency, which led her to the Bankwest account.
The Royal Automotive Club WA has over 1.3 million members and provides roadside assistance, insurance and travel. Felton officially finishes up on 27 September.

“I have always been attracted to purpose lead brands, I love a category facing a challenge where it is hard to differentiate, and UWA is another iconic Western Australian brand that is part of the heritage of WA, much like Bankwest and RAC,” Felton told Mi3. “I am excited about the opportunity to work with a cross functional leadership team, in a role with breadth to really make a sustainable difference for UWA in the long term.

“I spent quite some time out of the corporate world when my children were young and did some academic research as well as sessional academic work in marketing. This had given me an appreciation for lifelong learning and sparked a passion for the sector. I have also been a member of another leading University Advisory Board for a number of years.”

Meanwhile, in its ad posting for the next General Manager, Brand and Marketing, the organisation said it’s looking for someone to lead strategic development and implementation of RAC’s brand strategy and centralised marketing service model servicing a diverse portfolio including Insurance, Motoring, Finance, Home, Travel and Tourism services as well as Social and Community impact activities. The position reports to the RAC Chief Member Officer.

On the list of responsibilities are brand governance, relationship management, advising the Chief Member Officer and RAC Executive, Planning & Execution, overseeing the annual marketing planning process, delivering integrated campaigns, managing financial performance of brand and marketing activities, and managing the RAC brand’s competitive positioning through insights and strategic initiatives.

– With additional reporting by Nadia Cameron