Medibank — Power Map

Tier 1 — Executive

Economic Buyer

Geoff Ikin

CMO

Economic Buyer. April SVA presentation target. Jon Goh reports to him. Sign-off required for larger investment for new financial year.

Tier 2 — Champions

Champion

Jon Goh

Head of Marketing Technology

Elevated to champion 3/3. Wants Optimizely “front and center of this reshaping of marketing.” Hub-and-spoke org model with ~48 squads. ~$2M discretionary agency spend to reclaim. Interested in US visit and Salesforce customer references. Covers all 3 BUs. Adoption is his #3 risk (after funding and capability) — cited past failures with workflow tool adoption (per 3/3 follow-up). FY27 funding from Geoff Ikin required for enterprise-wide deployment. Confirmed Medibank on Microsoft Teams; Teams agent activation in scope. Expressed interest in collaborating on Optimizely roadmap (directed to Shaf).

Champion

Simon Tsang

Content & SEO Squad Lead

Primary champion driving evaluation. Reports to Jon Goh.

Champion

Sophie Jackson

Content and Publications Editor

Operational champion. Owns day-to-day pain. Called agent demo “super great” and “super exciting.” Had pre-built clinical agent brief. Primary pilot user.

Champion

Jono Santamaria

Emerging champion. Actively shaping pilot requirements, pushing for structured feedback. Offering to support procurement conversations.

Tier 3 — Evaluators

Evaluator

Jamie Crighton

Marketing Automation Manager

Evaluator.

Evaluator

Josh Pike

MarTech Platforms Lead

Evaluator. On parental leave until May — deeper architecture and integration work deferred until return. (per 3/3 follow-up)

Tier 4 — Blockers / Process

Blocker — Process

AI Governance Committee

Hard gate for approval. CIRA form pending completion. Approval required before procurement can proceed.

Blocker — Process

Procurement

Not yet engaged. Even POC terms need procurement involvement. Flagged as urgent by Jono (2/24).

External Influencers

External Advisory

McKinsey

Advisory role on AI transformation. Not a product competitor but shaping requirements. “Briefs don’t exist” vision. Influential voice.

Optimizely — To Loop In

Kevin Lee

SVP Product Strategy

Surfaced 3/3: Jon Goh wants cross-channel media optimization integration — creative variant testing across Google Display, Instagram, EDM. Needs technical conversation with Kevin Lee. Some API/GA4 capability exists today; walled-garden platforms remain a constraint.

Signature Path

Champion Validation

Jon Goh

Done — elevated to champion 3/3.

Custom Demo

Target week of March 10

Pending. Erik fine-tuning. Audience may widen to AHM/Ampler Health.

Commercials Walkthrough

Within 1–2 days of 3/3

Pending. Sophie, Simon Tsang, Jon Goh.

AI Governance

CIRA Form

Gap — pending. Hard gate. No visibility into timeline.

Procurement

Not yet engaged

Gap. Even POC needs procurement. Change order, not new agreement.

Pilot Sign-off

Jon Goh / Simon Tsang

Pending. 100K AUD pilot order.

CMO Approval

Geoff Ikin

Pending. April SVA presentation for larger investment.

Informal Influence Network

Jon Goh → reports to → Geoff Ikin (CMO). Drives centralized marketing technology across all 3 BUs. “Mold our operations around this Optimizely brain.”

Simon Tsang → reports to → Jon Goh. Primary evaluation driver. Content & SEO squad lead.

Sophie Jackson is the strongest operational advocate. Day-to-day user who owns the clinical content pain. “Super exciting” reaction to agents.

McKinsey → shaping → AI transformation requirements for Medibank. Target state: “briefs don’t exist.” Influential voice with leadership.

Jono Santamaria — pushing for structured process and procurement engagement. Offering to bridge operational requirements to procurement conversations.

Map Gaps

Who drives AI Governance Committee approval?

CIRA form status unknown. Committee approval is a hard gate before procurement can proceed.

Jono completing CIRA form. Need visibility into committee timeline and decision-maker.

Procurement contact?

Not yet engaged even for POC terms. Flagged as urgent 2/24.

Simon to talk to Jon Goh about who to engage. Existing contract (change order) simplifies but doesn’t eliminate.

Demo audience scope?

May widen to include AHM/Ampler Health for internal buy-in. Adds complexity to demo preparation. 3/3 note confirms audience: Sophie, Julia, Simon Tsang, Jon Goh + core team.

Mark confirming with Simon Tsang. Who is “Julia” — unidentified attendee listed in 3/3 scheduling. Audience expansion could strengthen multi-BU business case.

Intelligence Bank DAM replacement?

NOT decided (contrary to handover intel). Asset migration 6–8 weeks, excluded from pilot.

Do not position DAM replacement in pilot scope. Separate conversation for full-scale deal.

Geoff Ikin’s priorities and objections?

No direct Optimizely-to-Geoff relationship. April SVA presentation is the target but no pre-engagement.

Build SVA model with Medibank data. Jon Goh is the path to Geoff.

VIN products team readiness?

Pet, travel, life added to pilot scope but readiness unknown. Additional agent build within existing 40-hour SOW.

Confirm VIN team availability and content requirements during demo planning.

Josh Pike gap during parental leave?

Josh Pike (MarTech Platforms Lead) is on parental leave until May. He is the primary technical evaluator for platform and integration architecture. (per 3/3 follow-up)

Deeper architecture and integration discussions deferred until May. Identify interim technical contact or proceed without MarTech lead input for pilot phase.

FY27 funding secured for full deployment?

Jon Goh confirmed pilot funding in place, but enterprise-wide deployment requires FY27 budget approval from Geoff Ikin (CMO). April SVA is the gate. (per 3/3 follow-up)

Pilot must generate clear proof points to support Geoff Ikin’s April SVA sign-off. Build SVA model with Medibank data before that meeting.