Darren Attard Email & Phone Number

Sydney, Nsw, Au

This position expands my remit to manage the strategic direction of all 147 Westpac and St.George branches in Regional NSW, working closely with the State General Manager (SGM). I am accountable for setting and monitoring productivity targets including customer conversations, customer outcomes, and service measures, and am the COVID-19 delegate for all decisions for branches, staff and customers. Specific duties and selected achievements include:• Overseeing Westpac and St.George regional branch footprint planning, including closures, refurbishments, relocations, and co-locations to maintain presence and commitment to regional customers. • Designed, and provide ongoing adjustment, of the strategic plan for Regional NSW, including integrating Westpac and St.George while preserving their uniqueness.• Act as delegated authority for SGM across people/FTE management, customer complaint/resolution, and staff complaint/resolution. • Managing marketing plans and spend, providing guidance to adjust approach based on needs of branches, regions and brands. • Accountable for finance measures, including overall state budgets and expense management. • Managing People FTE plan and provide targets and tracking to Regional Executives across 8 regions.• Received the All-Star Annual Award 2021 for successfully designing and operating Regional NSW BAU in under 12 months.• Designed and delivered the first Westpac/St.George Co-Location in Grafton NSW.• Designed and implemented the newest ‘virtual branch’ for Westpac and St.George Regional NSW.

Sydney, New South Wales, Australia

I delivered executive support and key business insights, providing the Head of Regional Branches the information required to help deliver the St.George Bank service and sales agenda. I provided this support by having an intimate knowledge of our priorities and the key drivers that deliver success for our business. I also led the St.George Western Australian team providing sales and service leadership in line with our business strategy for this market. Specific tasks in each role included:Business Manager• Strategic, Business & Operational role, responsible for the governance, direction and leadership of changes to branch operating rhythm, whilst driving improvements in Net Promoter Score (NPS) across Regional Branches; • Act as a trusted advisor to the Head of (HO) St.George Regional Branches (and act as HO during their absence), including taking part in the Group Executive performance updates and meeting attendance; • Support 5 Regional Executives, assisting them with any escalations and FTE management across Regional Branches (including FTE changes, FTE productivity measures and efficiencies);Western Australia Regional Executive • Service and sales leadership role, responsible for the St.George Retail Team in WA (physical and virtual branch) and the Customer Management Strategy, focussing on engaging and educating customers on the new operating model;• Led the strategy & operational set-up of the new WA Virtual Branch (to replace the legacy branch network), including ownership of all operational, leadership and people to create a best-in-class digital & customer experience for 99K WA customers;• Lead 2 WA Leaders, and their team to drive performance of St.George WA, including all key performance indicators related to Service (NPS), Sales, Risk and Compliance;• Creation & implementation of the Customer Management Strategy & Customer Contact/Communication Strategy for Mortgage Retention 30,000 customers – worth over $20BN in lending.

Sydney, Australia

Appointed to a strategic leadership role, I redefined the St.George branch network roadmap to ensure alignment with the evolving needs of customers. Ensuring we worked in line with our governing principles of respect and flawless execution, we engaged both customers and staff in the reasons for and benefits of branch transformation. In this role I managed 6 reports and provided leadership to colleagues across retail, HR, finance and communications functions, ensuring all amalgamation projects were delivered to exacting standards.Achievements:• Managed the wind-down and closure of 25 branches across Australia, implementing strong management and communications strategies to maintain customer satisfaction levels;• Realised a 50% reduction in strategy to execution cycle time via a suite of process improvements.

Sydney, Australia

Tasked to lead the brand and marketing refresh of St.George and BankSA retail environments, including re-engineering the customer experience model, I project managed the delivery of 150 FreshStart branches. Overseeing renovation, transformation and new build activities, I engaged stakeholders and disparate teams to form one cohesive unit capable of delivering ambitious business objectives. I also led all marketing activities for branch mergers and closures, engaging customers in a new brand, experience and operating rhythm. • Delivered >150 St.George Bank and BankSA refurbishments and new branches;• Delivered a 22% improvement in delivery efficiency of FreshStart branches and reduced marketing costs by 40% per site, through standardised approaches, process steps and SLAs;• Received the 2014 Quarterly Star Award on behalf of the FreshStart team;• Increased sub-10% usage of the in-branch CRM system to 40% in 4 months, rolling out a re-launch across the entire branch network.

Sydney, Australia

A brand management role, I re-established the value proposition of Credit Cards under the Westpac portfolio, implementing the existing St.George Bank marketing model to drive sales growth while also reducing total cost to acquire. I built and managed a team of 6 diversely experienced marketing professionals to establish a best practice function, delivering all ATL, BTL and digital campaigns for the four brands under my remit. During this role, I formed strong relationships with affiliate partners and agencies, ensuring the annual customer acquisition business plan was executed to brand standards. • Exceeded performance targets for all brands YOY, delivering 210% of unit sales, 148% of portfolio revenue and a 36% reduction in cost to acquire;• Exceeded acquisition targets by 55% in year 1, also launching the premium Westpac Black Credit Card;• Achieved ‘2012 Marketer of the Year’, ‘2013 RISE Award’ and the ADMA Bronze Award for Campaign Effectiveness for St.George Vertigo Credit Card direct response campaign.

Appointed to design and implement marketing strategy and plans for Credit Card, Deposits and Home Loan products during a significant period of change for the department, I managed a team of 4 marketing professionals to deliver key acquisition and sales targets. Owning a multimillion-dollar annual advertising and promotion budget, I led the effective implementation of 12 ATL marketing campaigns in just 7 months. In Dec 2011, I was seconded to Senior Marketing Services Manager and until Mar 2012, partnered with the Marketing Director to renegotiate five major agency contracts.• Overachieved all performance metrics, winning the GM Achievement Award for Most Valuable Team Member;• Improved competency in direct response marketing and channel use to exceed campaign targets, including the delivery of St.George Bank’s most successful Credit Card acquisition campaign to date;• Contributed to a 30% reduction in agency costs.

Appointed as a change agent, I shaped a long-term marketing strategy for the company, which was, at the time, a start-up, maximising return from existing customers and driving new customer acquisition. I recruited and led a team of marketing professionals to implement these refreshed brand guidelines, leveraging eDM, ‘free’ media channels, SEM and SEO to achieve business objectives. • Achieved Jun 2010 end of financial year sales targets;• Contributed to the launch of Ziphosting, retiring legacy brands to improve the efficiency and sales impact of marketing initiatives;• Orchestrated and delivered an audit of the customer communications portfolio to reflect the amended brand guidelines.