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.

Join the CMO newsletter!

Error: Please check your email address.

Supporting Association

How about the role that data plays in creating brands? :-) would be a great follow up article!

James Corby

Brand creation: It’s just a name…or is it?

Read more

Great study. Here's my prediction - marketing departments to become more like an agency structure and do more in-house. They currently ha...

Anne Miles

Report: Marketing teams must be restructured

Read more

Great Read! If you want to learn more about Dial Up Awareness, Engagement and Conversions please join @aismedia on March 4th for part 3 o...

Sarah

APAC marketers flag mobile first as key differentiator: Adobe report

Read more

Jean-Luc,Nice post - quite thought provoking. You mention managing the tension between the objectives of the corporation and the wants o...

Simon Arden

Customer centricity or eccentricity? - Customer and marketing relations - CMO Australia

Read more

Cross-platform App Development - If you want to push your business growth with the mobile app that runs in all the mobile platforms then ...

Mobileapptelligence

Cross-platform approach boosts audience interest for ANZ

Read more

Sign in