Human on the Inside with Bupa’s Naomi Driver
Human on the Inside. We’re big believers in the power of human skills. But don’t just take our word for it - the evidence for excellence powered by human (‘soft’) skills is everywhere! In this engaging, ever-enlightening series, we speak with industry leaders, innovators and game-changers to learn a little about their personal career journeys, and how human-led strategies, philosophies and cultures are proving a force for good in their working worlds …
Maxme: Welcome Naomi, and thanks for stepping into the #SuccessIsHuman Spotlight.
You’re currently General Manager, Marketing for Bupa.
In 2 sentences, what does this role entail?
Naomi Driver: I love my job! I get to manage one of the most incredible teams who are responsible for growing the Bupa Health Insurance brand and portfolio in Australia. We have a few portfolios that drive growth across a couple of segments and we have teams across each.
M: Your impressive career kicked off in 2003 as a Marketing Coordinator with Financial Affairs Group, however it wasn’t long (2005) before you headed to Macquarie Group to commence a seven year tenure. Initially joining Macquarie as a Regional Marketing Executive, you progressed swiftly through the business in five different roles - your final being Associate Director, Head of Retail Brand. Next up was Powershop Australia, where you headed up Marketing for just over two years before a quick stint in retail with MECCA Brands.
Your next significant tenure commenced in 2016 with Momentum Energy where you again progressed quickly through the ranks in five roles over five years. Initially joining as Head of Marketing & Communications, your final Momentum role was Acting Managing Director. That took you to your current GM of Marketing position with Bupa, where you’ve been since late 2021.
How does all this speak to your personal purpose and what drives you as an individual?
ND: I love people. I love building great brands and making great connections. Whether it’s between business and customers or creating great teams, I am driven by bringing out the best in others. The move to Bupa has seen a real alignment of head and heart passion. Working in health has been such an awesome experience.
M: Tell us a little about your personal education pathway/s - what led you to where you are now? How closely do your formal qualifications match your current career?
ND: I really wanted to be a child psychologist for most of my secondary education. I studied Psych at Uni, but then found myself unmotivated to see it through once I finished my Degree.
I accidentally stumbled into marketing after my Mum convinced me to add some sort of business Major to my Degree and unsurprisingly, I loved studying marketing more than any other subject. Crazily though, I think my curiosity in human behaviour set up the foundation for me to be successful in marketing.
M: If you could share one piece of career advice to your 21 year old self it would be ...
ND: Don't be scared of failure or getting it right the first time, the opportunities will be endless. Just take your time to figure out the best ones.
M: Maximising the potential of individuals, communities and businesses through the power of human skills is the reason Maxme exists. Can you tell us a little about the role and / or value of human skills in your workplace or industry right now?
ND: Working in finance and then energy, I worked in industries where I usually felt like the odd one out. But once I embraced just being me and not trying to act or think like everyone else, my career thrived. Putting your people first is always the right decision and getting the most out of your team always starts with empathy.
M: Self Awareness sets the critical foundation for all Maxme learning experiences. With that said … what’s your strongest trait / personal superpower?
ND: To stay positive in the face of adversity. This comes from being able to cope with change and the unknown. I can operate in ambiguity and I really think that positivity is infectious.
M: And on the flip side, what’s one human / ‘soft’ skill you’ve had to really work on improving over the course of your career?
ND: Embracing imperfection. Getting rid of the need to please and being honest with others with where I am at. I’ve loved learning that vulnerability brings out vulnerability in others and allows for some really honest conversations. For a long time I thought allowing myself to be vulnerable or appearing human would be my downfall, but it has been the opposite.
M: If you could share one piece of career advice with recent Uni graduates or candidates keen to work in the field of marketing, what would it be?
ND: Be curious and never stop asking questions.
M: You’ve been granted approval to add one University graduate to your business, but have 100 applicants, all with outstanding academic results. How do you find your perfect candidate - what are you looking for?
ND: Someone who is able to reflect. I am always on the hunt for people hungry to grow and willing to do the work on themselves.
M: In the words of John Dewey, “education is not preparation for life, education is life itself.”
What’s next on your #learning agenda?
ND: Obsessed with all things AI and how to drive continued efficiencies. Best practice marketing just keeps evolving and I love going on the ride.
Ready to develop the human skills within your organisation, team or self? Explore our menu of Maxme Products & Programs or simply download the Hodie app to get started today.
Prefer to talk through your options? Simply contact us at any time.
More human goodness you might like:
