Bupa appoints Fiona McAnena as group brand director

LONDON - Bupa, the private healthcare provider, 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 around the world, with a remit that 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. She started her career at Unilever, and went on to become group development director at WPP's research agency, Kantar, CEO of its media agency, Mediaedge:cia, and UK managing director at Added Value, the brand development agency.

Moore leaves her role as marketing and communications director of Land Securities Trillium, a property outsourcing and public private partnerships business.

Before Land Securities, Moore spent four years on the main board of building services provider Rok plc.

She also spent 17 years at British Airways in a series of brand, marketing and strategy roles, where she launched BA's Executive Club loyalty programme, led the airline's brand team and introduced the flat bed for Club World customers.

Dr Natalie-Jane Macdonald, managing director of Bupa UK Health Insurance, said: "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."

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