Cashrewards, Australia's largest cash back program boasting over 2 million members, has named Pranesh Nair as its new General Manager Digital. Nair, previously the Head of Digital Marketing and Customer Operations at Flybuys from September 2021 to January 2022, brings a wealth of marketing experience dating back to the start of the last decade, including a nine-year stint at NAB and vendor-side experience with a year at Oracle.

Cashrewards has recently shifted its advertising spend from performance to brand, aligning with the Binet and Field model. The company has refreshed its brand with 'braver' creative, updated its tech stack, and achieved several significant wins. These include nearly a million extra members, a 50% increase in active membership, a 41% reduction in cost per acquisition, and overachieving on brand recall while distancing from direct competitors on the same measure.

Nair's appointment comes at a pivotal time for Cashrewards as it continues to evolve its brand and digital strategies.