Ieuan was appointed as the Chief Marketing Officer in 2006 and he believes that the strength of Mater's brand and the organisation’s commitment to its values is a crucial part of its differentiation in the marketplace.

He recognises the necessity to delineate between public and private hospital markets while maximising brand value. His team’s efforts in this area were recognised nationally. Mater's Marketing Department was awarded an Australian Marketing Institute National Award for Excellence in October 2006 and the Australian Business Award for Marketing Excellence in September 2008.