Squirrel invests in taking The Squirrel Effect to Kiwis

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Squirrel has appointed Abi Cooke into the role of chief marketing officer.

Monday, December 15th 2025, 6:28PM

Cooke brings over 25 years’ marketing and advertising experience to the position, including an extensive background in financial services—having held senior marketing roles at ASB and UBS, and, agency-side, led accounts for Visa, ANZ, BNZ and Generate KiwiSaver.

She joins the Squirrel team fresh from a stint as GM at award-winning digital design agency Ghost Street, and, prior to that, six years heading up the Client Consulting team at data-led digital agency Krunch.

Squirrel chief executive, David Cunningham, says Cooke’s strategic marketing nous will be instrumental in allowing the business to capitalise on opportunities for further growth and innovation.

“We’ve invested heavily into building the Squirrel brand over the last two years, taking The Squirrel Effect to New Zealand and laying the foundations for our next phase of growth.

“It’s fair to say we’ve got some big plans in the works—and Abi’s deep understanding of the industry we’re part of, as well as her proven track record of delivering results-focused, data-led marketing strategies, is going to be critical to achieving those ambitions. It’s awesome to have her on the team,” says Cunningham.

Cooke says, “I’m excited to be joining such a smart, kind, grounded team of people who are completely focused on helping Kiwi make confident financial decisions.

“I’m really looking forward to getting stuck in, telling the story in a way that feels real, and backing a team that’s already doing some seriously good work.”

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