Insurance Australia Group (IAG) has promoted Mark Echo to the newly created role of Executive Manager, Channel Performance Marketing and Measurement.

Echo was previously Manager, Media, Comms Planning and Performance Marketing within IAG, and will now report directly to IAG Chief Customer and Marketing Officer, Michelle Klein.

Echo's new responsibilities will encompass driving channel effectiveness and efficiencies across all paid, owned, earned and shared channels. His role will be instrumental in supporting growth, customer acquisition, conversion and retention for the NRMA Insurance brand, as well as other consumer-facing brands in the IAG portfolio.

"I’m thrilled to elevate Mark Echo from within our team to the newly created role Executive Manager, Performance Marketing and Measurement," said Klein. "In this role [Mark] will be responsible for driving channel effectiveness and efficiencies across all paid, owned, earned and shared channels to support growth, customer acquisition, conversion and retention for the NRMA Insurance brand, along with other consumer-facing brands in the IAG portfolio. This is a pivotal new role that will help accelerate our digital transformation, incorporating data analytics and AI capability that will inform and shape the customer experience, marketing and brand solutions that deliver across key touchpoints and drive business outcomes. This appointment is a key step in the journey to create uplift and transform the customer experience," said Klein.

Echo's appointment is part of IAG's digital transformation strategy, which includes the incorporation of data analytics and AI capabilities to shape customer experience, marketing and brand solutions.