Brand building and disruptive marketing key to new OneShift marketing chief

New marketing director at Australian online jobs platform startup, OneShift, looks to reflect the company's disruptive nature in his forthcoming marketing plan

Embracing “disruptive” marketing techniques will lie at the heart of a strategic brand blitz being put together by the new and first head of marketing at Australian online jobs platform, OneShift.

Simon Porter was most recently the managing director of iris worldwide and has spent 18 years in the agency space in the UK, Europe and Australia with clients such as Sony, Vodafone, Microsoft, Shell, Adidas and Diageo. He is also an angel investor in a number of tech startups that use new technologies to disrupt mass communications markets and has plans to launch a seed investment fund for Australian tech start-ups this year.

Porter’s appointment as OneShift’s marketing director earlier this month comes after 18 months of rapid growth at the Sydney-based startup. OneShift provides an automatic matching system which pairs employees with businesses, and already has 270,000 job seekers and 25,000 businesses using its website.

Recently, the company secured $5 million in investment from staffing and facility management company, Programmed.

“I’m a big advocate of start-ups and disruptive technologies and OneShift is bringing an entrepreneurial approach and disruptive technology to a market place that has been pretty traditional,” Porter told CMO. “It’s a young company, and an ambitious project that I believe I can make a difference to.”

Porter will be responsible for overseeing public relations, digital, media buying, creative and social strategy for the online jobs platform. He said his focus is on reviewing what’s been done to date, interrogating the user and market data in-house, and coming up with a strategy that will improve acquisition of businesses and job seekers, as well as lift conversion rates on all matches.

“Part of that will be working on the profile of our job seekers and attracting quality in terms of that profile,” he explained.

Porter has a sizeable budget at his disposal and with a focus on brand building, sees national advertising and mass communication channels as key to building market awareness. However, he also stressed the importance of targeting through data, as well as embracing newer types of channels including mobile.

“I believe that as a challenger brand, we are a disruptor in the market place and our marketing should reflect what we stand for,” he said. “We want to be disruptive with our marketing approach, whether it includes mobile, digital stunt-based or traditional media, to help us gain a greater share of market.”

In a statement, OneShift founder and CEO, Genevieve George, said she was thrilled to have landed a talent of Porter’s calibre.

“While we’ve been delighted with our success to date, we have plans to ramp up our marketing efforts in a major way this year to supercharge our growth and expansion plans,” she said. “Simon’s significant experience with top local and global brands and evident passion for startups and industry disruptors will make him a huge asset to our growing OneShift team.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Comments

Comments are now closed.

Supporting Association

The marketing over the past 2 years of the Vodafone brand has been confused. We have seen some of the worst advertising in the brands his...

Noel

Vodafone on the hunt for new CMO

Read more

This is an extremely insightful article for sure: a perfect case study into the correct way to choose and implement a CRM system so that ...

Aaron Williams

How marketing automation, CRM upgrade is paying engagement dividends for ResMed

Read more

Mr. Rudy has found the right direction to marketing Catch of the Day and paying attention to customer comments and complaints. The simpl...

Desiree Segal

Catch of the Day retailer hooks fresh customer insight with NPS

Read more

True. Australian Marketing, Advertising, News, PR and Sales Fails Big Time due to using old techniques and not adapting to ICT - can be r...

Joe

Marketing must take charge of innovation, says TBWA chairman

Read more

Step 1) Employ your own workforce. Step 2) Show the public network being built. Step 3) Let the public advertise your brand in return f...

Jason

NBN Co creates head of social strategy role

Read more

Sign in