CBA names four marketing leaders with dedicated Olympics CMO

The four are internal appointees.

The Commonwealth Bank of Australia (CBA) has appointed four senior marketing leaders as it shakes up its marketing leadership structure.

The Australian bank created a chief marketing officer (CMO) role for brand and Olympics, as well as appointed two CMOs for CBA business divisions and a new managing director.

Di Everett has been appointed CMO, brand & Olympics, and will lead the bank’s brand and partnerships such as those with Football Australia, and the Olympic and Paralympic Games. She previously worked at Unilever, Coca-Cola, and Optus.

Pat Crowley has been named managing director at CBAgency, the in-house agency of CBA. The agency will bring together creative, media, campaign planning and delivery, content and social media, the bank said. Crowley has worked on CBA’s marketing for over 20 years.

Katreena Tyson has been appointed CMO, business & institutional banking. She has over 25 years of financial services marketing experience and previously worked at ANZ and UBS before spending 8 years at CBA.

James Peereboom has been named CMO, retail banking. He has 19 years’ financial services marketing experience, of which 15 years was with CBA. His earlier roles are with St. George and Westpac.

The four will commence their new roles in November 2026. They report to Monique Macleod, group executive marketing and corporate affairs.