RAAFA WA has announced two new executives as part of its refreshed leadership model, appointing Aaron Crowther as chief customer and community officer and Gloria Davis as chief information officer.
RAAFA WA has announced two new executives as part of its refreshed leadership model, appointing Aaron Crowther as chief customer and community officer and Gloria Davis as chief information officer.
The major aged care, retirement and veterans organisation has implemented newly-created executive roles to further develop its customer care and increase the value of its services under chief executive Michelle Fyfe's leadership.
As chief customer and community officer, Mr Crowther would be responsible for overseeing and expanding RAAFA’s branding and customer experience, including at its Aviation Heritage Museum in Bulls Creek.
He would additionally lead the delivery of charitable programs, such as the pre-existing Andrew Russell Veteran Living program.
RAAFA is set to launch a new state-wide charitable appeal in February to support this program further and Mr Crowther would be positioned to lead the delivery of this campaign.
Mr Crowther previously worked at St John for four years before resigning from his role as chief brand and reputation officer in July last year, and he currently serves as a non-executive director for Patricia Giles Centre for Non-Violence and Down Sydrome WA.
Ms Davis joined RAAFA in August 2017 and has worked her way through several roles to her most recent position managing the company’s business systems and intelligence management division.
Her appointment to the new role of chief information officer was part of RAAFA’s efforts to improve the delivery of its services to clients, members and community.
Ms Fyfe said the new executives would improve the fulfilment of RAAFA’s purpose, while maintaining its pursuit of high-quality care and heritage preservation.
“For us, continued growth in an increasingly complex cross-section of industries requires clever investment and laser focus on the things that will make the biggest difference for the variety of people we serve,” Ms Fyfe said.
“Maintaining our reputation of quality will be sustained through an acknowledgement that there are a range of intuitive ways we can operationalise a brand experience and we need the right business systems and intelligence to help with that.”
Ms Fyfe said Mr Crowther and Ms Davis would be employing specialised staff within their individual teams to deliver services.
“Both Aaron and Gloria are already some way into executing their plans, including acquisition of key hires in their respective leadership teams,” Ms Fyfe said.
“Positive change begins with the right leadership and ours centres around a culture of care and brand experience that is distinctive in the Australian market.”
Mr Crowther said he was honoured to be chosen by Ms Fyfe to join the executive team at RAAFA.
“We have lots of exciting things on the horizon that will make a real difference for our customers, members, veterans and residents, including their families, and this is without mentioning the community in general,” Mr Crowther said.
You can read more about RAAFA’s refreshed leadership model in next month’s edition of Business News, out February 12.
