General Manager: Brand integration Absa Group
Brunella Boamgard is a marketing and brand specialist at Absa who works with leaders at all levels in the organisation to support how the brand is implemented and governed through insights, design, technology, marketing and communications, as well as through service channels and in physical environments.
With over 20 years of experience in the fields of brand, marketing and communications, Brunella knows that values-based leadership, collaboration and integration are the keys to both career fulfilment and creating value for an organisation.
A highlight in her career is the development and execution of the new Absa brand, one of the most complex brand change programmes ever undertaken in Africa – and in the financial services sector globally. Brunella was responsible for the end-to-end building of the Group’s new brand assets, guidelines and training materials while overseeing the execution and governance of all design work across the organisation to ensure brand consistency at every touchpoint. She was also an architect in training 14 500 employees and agencies across Africa.
Over and above, Brunella has managed a large transactional banking marketing portfolio, launching big-hit campaigns that increased the share of wallet by 10%. She has led other large-scale marketing projects which include the launch of a graduate programme that won awards for two consecutive years as a newcomer in the market, and the launch of an education programme that received over 300 000 online registrations in its first two years.
Brunella is a chartered marketer and a member of the Institute of Marketing Management (IMM). She holds a Bachelor of Business Administration Marketing (BBAM).