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

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in