Asia-Pacific Power List 2025: Mim Haysom, Suncorp

Mim Haysom

Executive general manager, brand and marketing
Suncorp Group
Australia
Member since 2023  

Mim Haysom serves as the executive general manager of brand and customer experience at Suncorp Group, leading the brand, marketing, and customer experience strategy across nine insurance brands including Suncorp, AAMI, GIO, APIA, and Shannons. With a team of around 150 spread across Brisbane, Sydney, and Melbourne, she oversees a broad portfolio that encompasses corporate communications, strategic partnerships, and customer experience initiatives.

Under Haysom’s leadership, Suncorp has navigated significant transformation, notably the divestment of Suncorp Bank to ANZ in 2023, a move that refocused the company as a pure-play insurer. This strategic shift prompted a comprehensive review of Suncorp’s agency partnerships, culminating in consolidating creative responsibilities for all nine insurance brands under Publicis’ Leo Burnett (now Leo). 

Haysom emphasises the critical role of creativity in differentiating Suncorp’s multiple brands within the competitive insurance sector. She believes that strong, distinctive creative output is essential to business success and brand growth, especially as the company embraces digital transformation and innovation.

A key pillar of Haysom’s strategy is positioning Suncorp as a leader in disaster resilience and climate change response. She has spearheaded initiatives such as the ‘One House’ campaign, which showcases Suncorp’s commitment to building homes resilient to natural disasters. 

Beyond advertising, she has driven the development of a state-of-the-art Disaster Management Centre in Brisbane, featuring advanced geospatial and satellite technology to anticipate and respond rapidly to weather events. This centre supports proactive communication with customers and faster deployment of support teams, including five newly established mobile disaster management hubs for face-to-face customer engagement.

Haysom’s marketing leadership also extends to championing diversity and inclusion. She has been instrumental in initiatives like the Shift 20 campaign with AAMI, partnering with Dylan Alcott to normalise disability representation in advertising and launching Australia’s first OOH braille campaign to empower people with low vision or blindness.

She also holds board positions with the Australian Association of National Advertisers (AANA), Australian Chamber Orchestra, and St Vincent’s Clinic Foundation, reflecting her broad influence beyond marketing.