Optus has created the new role of deputy CEO, consumer Australia, luring over banking heavyweight Kelly Bayer Rosmarin to the position.
She'll be responsible for Optus' consumer business units, as the name suggests, with a focus on customer experience, business and growing market share.
Optus chief executive Allen Lew said Bayer Rosmarin's appointment was a coup for the telco, recognising her experience in "leveraging technology, data and analytics to develop leading customer services and experiences."
Lew said the role was created specifically to speed up improvements to Optus' customer experience.
“This role will harness the full power of our marketing, sales, product development and customer care functions to enhance customer experience and drive customer acquisition, retention and ultimately, financial growth.”
Bayer Rosmarin was previously Commonwealth Bank Australia's group executive of the institutional banking and markets division. Her resume also includes stints working for Oracle in Silicon Valley, along with more than a decade in the financial sector. She's also on the board of the New South Wales Government Digital Advisory Panel.
Commenting on her new gig, Bayer Rosmarin said: “I’m very excited to be joining the Optus team. With 5G on the horizon and the rapid digitisation of the Australian economy, Optus is determined to lead the market in harnessing these changes to the benefit of customers.
"I look forward to working with the team to adopt a customer-centric approach that delivers great customer experience and compelling value-led services.”
She'll report directly to Lew when she commences in the role on 1 March.