Experienced financial services marketing leader, Louise Eyres, has become the new chief marketing officer (CMO) for LegalSuper, a super fund managing nearly $6 billion in member assets.

Eyres, who took up her role on 1 May, will oversee the fund’s marketing, digital, data and customer experience (CX) functions, reporting directly to Legal Super’s CEO, Luke Symons.

It’s a move into a new bucket of financial services for Eyres. She was appointed inaugural CMO of Vanguard Investments in Australia in December 2019, joining the firm to help build out its local presence as well as first direct-to-client proposition by shaping only the structure of the marketing organisation but the organisational design and operating model of the wider business. The company boasts of $6.8 trillion in assets under management, putting it towards the top of the world’s investment firms. She left this role in July last year.

Prior to this, Eyres did a stint as CMO of Australian Sports Commission, building out commercial partnership and spearheading developing of its ‘Move It AUS’ program. The work was all about encouraging Australians to become more physically active, and featured ‘findyour30′ as its main call to action, encouraging adults to engage in 30 minutes’ worth of exercise five times per week. The campaign served as the lead external-facing element of the Australian Government’s Sport 2030 plan to reduce inactivity across the population by 15 per cent, a move that also delivered a new overarching Sport Australia (formerly Australian Sports Commission) brand.

That was a brief category departure for Eyres, who had previously spent 13 years in marketing at ANZ bank, starting as a brand manager and spending her last six years as group GM of marketing globally. Earlier on, Eyres spent 11 years with BHP Billiton.

“I am thrilled to share the news that I have joined Legalsuper as Chief Marketing Officer working alongside an incredible Executive Team, led by CEO Luke Symons, and an experienced team of Data, Insight, Marketing and Customer Experience professionals,” Eyres said. “I’m looking forward to what we can create and deliver for our members across Australia’s legal profession.”

Eyres’ appointment as CMO of LegalSuper is a rounding out of the superfund’s new-look executive team under Symons’ stewardship. In March, LegalSuper also announced a trio of new execs: CIO, Paul Murray, replacing Norman Zhang; new chief commercial officer, Colin Adamson, who had previously been the customer chief at fintech, Elula; and Alissa Knight, who joined as chief executive and strategy after 16 years with AIA Australia.

At the time, Symons (who joined in 2023) said LegalSuper was also looking to build out an enhanced member proposition off the back of the rapid consolidation, reshaping and heightened regulatory nature of Australia’s superannuation industry.

Legalsuper manages nearly $6 billion on behalf of more than 41,000 members.

Eyres also holds several non-executive positions, including with Vicsport, C3CAdvisory, Hastings Co-op, and the Australian Foundation for Disability.

– With additional reporting from Nadia Cameron