NBN Co creates head of social strategy role

National Broadband Network wholesale operators recruits former CommBank head of social and digital channels, Niki Epstein, to newly created position

CommBank’s former head of social media strategy, Niki Epstein, has turned up as the new head of social strategy at NBN Co, the wholesale company overseeing the rollout of Australia’s National Broadband Network.

NBN Co’s executive general manager of corporate affairs, Karina Keisler, told CMO Epstein will take up the newly created role of general manager of social media from 22 October. Reporting into corporate affairs, her remit is to build the organisation’s social media strategy with a particular focus on PR, but also work in partnership with customer care and marketing.

“We are very light touch in terms of social presence currently, which we want to ramp up as a way of raising awareness and engagement with the country around the NBN,”Keisler said. “Niki will be the conduit and coordinator for all of our activity in social in terms of marketing, care and online content.”

While NBN Co has a dedicated general manager of digital and also previously published its own blog, it has not previously had anyone dedicated to social media engagement or content, Keisler continued.

Epstein will devise the best social channels of engagement for NBN given its core customer focus is ISPs, as well as look into the right strategy for end-user interaction as hundreds of thousands of Australians gain access to the NBN.

As an example, Keisler said that while most end-customer requests are the responsibility of the ISPs and telcos operating the retail side of the NBN, the wholesale operator still receives a host of questions and comments that need to be managed.

Epstein was formerly executive manager of social media and digital channels at Commonwealth Bank, a role she held for nearly 18 months up until March 2014. Prior to that, she spent three years as a social media marketing manager within the financial institution.

Her resume also include a digital marketing manager’s post at A&E Television Networks, freelance marketing consulting, as well as marketing roles at Shock Entertainment and Festival Mushroom Records.

Epstein was replaced at CommBank by Vanessa Sanford, a former client services director at Ikon Communications, in March.

More NBN Co stories from our sister publication, Computerworld

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

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, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in