Tina Morrell is the General Manager for Customer Strategy and Innovation within Group Customer for the NRMA. Tina is responsible for the research and insights team, customer strategy and developing customer experiences, value propositions and pricing across Consumer and Business member segments. Tina believes delivering a compelling value proposition and customer experience all starts with understanding and listening to the Voice of the Customer. Tina has experience across banking and finance (including online share trading) and telecommunications having worked at nbn, CommBank and Optus. Tina has held a number of roles as GM Product Management, Customer Experience and EM, Product & Development and Innovation that have all focused on the VoC and customer Insights as the starting point to identifying the customer experiences and products to develop that drive customer engagement. Tina’s accomplishments have included delivering a major transformational program at CommBank to deliver an integrated customer banking and trading experience to redeveloping the Pricing strategy at nbn and establishing new teams. Including Product Management and Product & Development teams focused on customer (VoC) insights, developing the product and customer strategy through to driving continuous innovation using Agile and Customer Centered Design principles whilst having P&L, pricing, cost and risk management responsibilities. Tina holds a Bachelor of Economics from Macquarie University and enjoys running.