National Australia Bank (NAB) has named David Hirsch, previously general manager of marketing and customer insights at QBE Insurance, as its new personal bank marketing executive in the latest big name switch between the firms.
According to Mi3’s report, Hirsch will oversee marketing strategy and execution for NAB’s personal banking segment, reporting directly to Paolo Aloi, chief operating officer for personal banking. He joins a leadership group that includes Ana Marinkovic, head of personal banking, as well as senior marketing leaders Natalie Lockwood and Elly Bloom.
This appointment follows a comprehensive recruitment process, with Kay Pawson having filled the position on an interim basis. Hirsch brings over 20 years of experience in financial services and digital enterprises, with prior roles at Bupa, Visa, and Westpac.
During his time at QBE, Hirsch led a transformation of the marketing and customer insights function. According to QBE, these efforts reversed a multi-year decline in brand awareness and contributed to double-digit growth in the consumer segment. Under his leadership, QBE was recognised as Kantar BrandZ’s fastest riser in brand value for 2025. Hirsch’s team was named Marketing Team of the Year by the Australian Marketing Institute, and he was a finalist for CMO of the Year.
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QBE acknowledged Hirsch’s contributions and confirmed that the general manager of marketing and customer insights role has been removed as part of a broader marketing function realignment.
Hirsch commented on his move to NAB: “This is the ideal next role for me, and I am delighted to be joining NAB to work with Paolo and the broader leadership team. NAB’s ambition to be the most customer-centric company in Australia and New Zealand was a major attraction. The opportunity to help lift the banking experience to the next level was key to my decision to join.”
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Aloi said: “David brings exceptional expertise in marketing transformation and customer insights. His leadership will be pivotal as we continue to elevate the Personal Bank experience and deliver on our customer-centric ambition.”
Hirsch’s appointment follows the earlier announcement of Inder Singh, QBE’s chief financial officer since 2018, being named as NAB’s incoming group CFO and group executive, strategy, effective March 2026. Singh’s background includes senior roles at Aviva plc, Deutsche Bank, and UBS, as well as key positions at QBE in Australia, New Zealand, and at the group level.
NAB CEO Andrew Irvine commented that Singh has operated in a complex and tightly regulated industry. “He has driven a strong performance focus including investment strategies delivering improved outcomes for the business and been heavily involved in transformation and technology investment and initiatives,” Irvine said.
Singh said his transition to NAB is a chance to leverage his skills in an organisation that emphasises customer focus. “NAB’s ambition to be the most customer-centric company in Australia and New Zealand was a major attraction. Banking is a highly competitive industry like insurance where looking after customers has to be the most important consideration,” he said.
The recent appointments of senior leaders from QBE come as NAB reports several key operational and financial developments. For the quarter ending June 2025, NAB recorded a 4% increase in business and private banking lending, while home lending rose by 2%. Deposits remained stable for the quarter, with a 6% increase over the nine months to June. Irvine said the bank’s productivity initiatives are expected to deliver more than $400 million in savings for the financial year.
The bank is also addressing payroll compliance, with operating expenses for FY25 projected to rise by approximately 4.5% due to a payroll remediation program estimated at $130 million. This initiative follows a review that began in 2019 and the implementation of upgraded HR and payroll systems. Sarah White, group executive people and culture, said: “Paying our colleagues correctly is an absolute priority. We are sorry and apologise to our colleagues that this has happened and have commenced remediating those impacted. A dedicated team is continuing to investigate and resolve issues, remediate colleagues, and ensure sustained future compliance.”
