The NRMA has revved up its digital ambitions by luring former Vodafone Australia digital boss Vincent Dempsey as its new general manager of digital delivery.
The appointment marks the end of a three-year tenure for Dempsey at Vodafone, where he led a cultural push to apply centric design and agile principles within the budgetary structures and constraints of the telco sector.
Before joining Vodafone, Dempsey had been the head of digital media for Network Ten, as well as the general manager of customer management at Optus.
A recruitment process is currently underway at Vodafone for his replacement, with the carrier’s general manager of digital operations Markus Cohnen acting in the role in the interim.
Dempsey’s move to the NRMA comes as the motoring group develops a new corporate strategy, which will include tapping potential opportunities in the shared economy and grappling with the introduction of connected cars.
The strategy is being crafted by NRMA’s group CEO Rohan Lund, a former Foxtel and Seven West Media chief operating officer, who was hired by the motoring group due to his “extensive experience in digital technology and customer service”.
“We are leveraging the data we have to create personalised connections and lifelong relationships with members. We are also enhancing our digital channels and expanding our distribution partners to give members more choice, control and access,” NRMA said of its digital strategy in its most recent annual report.
Along with hiring Dempsey, iTnews understands the NRMA promoted Cormac Hodgkinson to the role of chief technology officer earlier this year.
In a statement, Vodafone’s director of customer service Errol Van Graan said Dempsey had made a "fantastic contribution to the business” during his three years at the mobile carrier.
“Among his many achievements, Vinnie led the digital transformation program which has resulted in significant growth in MyVodafone. In December 2015, there were more than 3.4 million registered users of MyVodafone, an increase of 26 per cent in 12 months,” Van Graan said.
“We thank Vinnie for his leadership of digital strategy and wish him all the best with his career."
An NRMA spokesperson declined to comment.