New role brings AFG and Fintelligence sales and marketing functions together
Australian Finance Group (AFG) has named Them Lam (pictured top) to a newly established position, chief distribution and marketing officer, starting this month.
The role marks the first time AFG has combined its sales and marketing operations with those of its subsidiary, Fintelligence, under one executive. The move is intended to give distribution, marketing and growth a single point of leadership within the group.
In his new capacity, Lam will oversee distribution across both AFG and Fintelligence, marketing acquisition and brand, product and customer functions (including marketing for AFG Home Loans), and Broli. He will be tasked with tightening the links between marketing, distribution and business growth throughout the organisation.
The appointment forms part of AFG's broader shift from mortgage aggregator to integrated financial services provider. The company said the change would help align its distribution and marketing operations, aiming for a more consistent experience for brokers, customers and partners as it pursues longer-term growth.
Lam has spent 17 years with the AFG Group and holds more than 25 years of experience in financial services. During his tenure at AFG, he has taken on several executive and senior leadership positions spanning growth, sales and distribution. He has been credited with helping expand the company's distribution reach, strengthen ties with brokers and support sustained commercial performance across the group.
“Them understands our business, our brokers and our people as well as anyone,” said AFG chief executive David Bailey (pictured right). “Over many years, he has consistently demonstrated the ability to bring teams together, develop leaders and deliver strong commercial outcomes.
“As we continue to evolve AFG, bringing distribution and marketing together under Them's leadership will strengthen the way we connect with brokers, customers and partners while supporting our long-term growth ambitions.”
Commenting on his new role, Lam said he was looking forward to the challenge. “I'm honoured to take on this role and grateful for the opportunity,” he added.
“After 17 years with AFG, I've seen firsthand the strength of our people, our broker network and our culture. I look forward to bringing our distribution and marketing teams together, building on those strengths and continuing to deliver great outcomes for brokers, customers and our partners.”
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