In her new role, Natalie Ellisdon will report directly to Australian Unity Investments chief executive David Bryant.
Ms Ellisdon makes the move from a marketing role at iSelect, before which she spent more than six years at GE Capital.
The AUI role, heading up digital and marketing, will oversee the strategic marketing and brand activities of the financial services company.
Mr Bryant noted that Ms Ellisdon has led "multi-million dollar projects" in product development, brand, lifecycle and digital innovation.
"Financial services and wealth management is an information-rich area where people require a personal and tailored approach," Mr Bryant said.
"Digital delivery is a necessity in this complex environment and we are looking forward to further building our strategies in this area."
