Bupa recruits pharma veteran Theresa Heggie to top marketing post

Bupa:  Bupa by you by OgilvyOne
Bupa: Bupa by you by OgilvyOne

Healthcare company Bupa looks set to move away from consumer-focused marketing, with the appointment of a pharmaceutical industry veteran to replace its high-profile former top marketer, Martin George.

The brand has recruited Theresa Heggie as chief strategy and marketing officer. Heggie currently holds the post of senior vice-president of global commercial operations at biopharmaceutical company Shire Human Genetic Therapies.

She has previously occupied roles at Janssen Pharmaceuticals and Ohmeda Pharmaceutical Products Division.

Martin George, Bupa's former managing director for group development, who oversaw marketing, left the firm in October as part of a restructure under newly appointed chief executive Stuart Fletcher.

Ex-British Airways (BA) commercial director George had recruited a number of high-profile marketers to join the team at Bupa, including fellow former BA marketers Sue Moore and Tiffany Hall and ex-PepsiCo vice-president for innovation Fiona McAnena. McAnena left Bupa in 2009 to set up a consultancy business.

George was also responsible for leading the development of the brand’' ongoing 'Helping you find healthy' campaign, and attempting to push Bupa more as a consumer-facing brand.

Chief executive Fletcher said: "Theresa's extensive commercial expertise, healthcare knowledge and international experience make her an ideal fit for Bupa. Her appointment completes the reorganisation of our senior executive team, and I'm very pleased she’s joining us at such a pivotal point in our growth."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music