As part of her new role, Ms Sheppard will oversee key account relationship management, sales and marketing functions for SuperConcepts.

Ms Sheppard has worked exclusively within the SMSF industry for more than 13 years, after previously holding various positions with accounting and boutique administration firms that serviced both SMSFs and corporate and industry super funds.

She has completed studies in business, superannuation management and financial planning, and is a member of the SMSF Association and holds a professional certificate as an SMSF specialist adviser.

Ms Omar-Meer was previously executive manager of marketing and a partner of More Super, which was acquired by SuperConcepts in 2018.

She was an equity partner in More Super for over 10 years where she helped develop the product strategy and sales and marketing functions.

Prior to SuperConcepts and More Super, Ms Omar-Meer held director positions at retail and healthcare and property development groups in South Africa.

SuperConcepts chief executive Lara Bourguignon said the two appointments are a testament to the hard work and commitment that Ms Sheppard and Ms Omar-Meer have demonstrated to the organisation and its customers.

“Annette will bring a strong customer view to our leadership team,” Ms Bourguignon said.

“Yasmin’s appointment confirms the sense of entrepreneurialism that we will bring to product and strategy, ensuring our teams are agile and responsive to market trends and customer needs.”

These latest appointments follow changes to the leadership team that were announced last month, including the promotion of Mark Bailey to chief financial offer following the departure of Adrian Urquhart in April.

Sherry Midgley was also promoted to general manager of people and culture, while James Fitzpatrick departed from his role as chief operating officer.