New brand and marketing directors at Bupa

Bupa has appointed Fiona McAnena as its group brand director and Sue Moore as marketing director of its UK health insurance business.

McAnena will be responsible for developing Bupa’s brand across all of its businesses around the world. Her remit covers health insurance as well as services in aged care, preventive health, hospitals and home healthcare. She joins Bupa from Pepsico where she was vice president, innovation.

Moore is currently marketing and communications director of Land Securities Trillium, a property outsourcing and Public Private Partnerships business. Previously, she spent four years on the main board of building services provider Rok plc, which doubled in size during her tenure and 17 years at British Airways in a series of brand, marketing and strategy roles.

Moore will be responsible for marketing Bupa’s UK health and travel insurance, cash plan, critical illness cover and income protection to individual and business customers. Her remit also includes Bupa Wellness, the company’s health preventive, positive health and workplace health business. Bupa has more than three million members in the UK including people working in 80 percent of FTSE 100 companies.

Dr Natalie-Jane Macdonald, managing director of Bupa UK Health Insurance, says: “Sue brings significant expertise to Bupa’s UK businesses which will be invaluable for us at a time when the economy is uncertain, developments in the wider health system continue and customers rightly seek value from private healthcare propositions.

“Both Sue and Fiona bring a wide range of experience to Bupa as it moves into new areas such as home healthcare and disease management and further develops products and services for our medical insurance and aged care customers,” she said.