Bupa appoints new directors

Bupa, the private healthcare company, has appointed Sue Moore as marketing director of UK Membership, its UK health insurance business. The organisation has also appointed Fiona McAnena as overall group brand director.

Moore will be responsible for marketing Bupa’s various businesses, such as UK health and insurance, cash plan, critical illness cover and income protection to both businesses and consumers. She will also be responsible for Bupa Wellness, its workplace health business arm.

Moore joins in from Land Securities Trillium, a property outsourcer, where she is marketing and communications director. Previously, she held a series of brand marketing and strategy roles at British Airways, where she worked for 17 years. At BA, she launched the loyalty programme BA Executive Club and new services for BA’s Club World customers.

McAnena will be charged to develop Bupa’s brand across all of its businesses globally, and will be responsible for its health insurance and services such as aged care and hospitals and home healthcare. McAnena was previously vice president of innovation at Pepsico. Both Moore and McAnena began their careers at Unilever.

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