Crescent Wealth names new COO, marketing head

Yasmine Raso

Senior Journalist, Financial Newswire

2 September 2022

Alternative superannuation fund, Crescent Wealth, has announced the appointment of seasoned financial services marketing executive, Rachel Edwards, as the fund’s new Chief Operating Officer and Head of Marketing.

Edwards brings over 20 years of experience in marketing, communications and operations across the financial services industry in Europe, the Middle East, Southeast Asia and Australia, and will lead the strategies to grow customer and digital engagement across the Crescent group of companies.

This includes Australia’s first Islam-compliant super fund, Crescent Wealth, as well as Crescent Finance, Crescent Foundation and the Crescent Institute. Edwards’ previous experience also includes the launch and management of Islamic banking and financial products in the Middle East and South Asia.

“As a marketing and operations leader and with a background in law, Rachel has an in-depth knowledge of the Australian and global financial services ecosystem,” Talal Yassine OAM, Founder and Managing Director of Crescent Wealth, said.

“Her focus is on ‘putting the customer first in everything we do’, which will include an innovative approach to customer service and relationship management across the Crescent group of companies.

“Beyond investing in industries and companies that comply with Islamic investment guidelines, Crescent is passionate about bringing positive change to the Australian community through support for not-for-profit initiatives. Rachel will also play a key role in this facet of our business.”

Edwards roles prior to Crescent Wealth also include developing marketing and communications strategies in Australia and New Zealand for BT Financial Group and JP Morgan.

Yassine also said the appointment comes off the back of a “strategic push” from the firm to scale up its assets under management to $5 billion over the next five years.