Pop-up space startup hires Lend Lease global marketer and strategist as COO

Popup Brands brings together property space owners with brands and businesses looking to hire commercial space on a short-term basis

Noted business strategist and former global head of marketing and strategy for Lend Lease, Mark Gell, has become the first chief operations officer at Australian short-term commercial space startup, Popup Brands.

Gell has held a number of senior roles in Australian private and public organisations for the past 30 years, running strategy, policy and issue management teams for Telstra, Boral, TNT, the Premier of NSW, and Citibank.

He was also the global head of strategic marketing and communications at Lend Lease, as well as general manager of corporate development and sustainability at One Steel. Popup Brands co-founder and CMO, Pete Watman, said Gell’s appointment will help the business drive into new markets for short-term commercial space.

Popup Brands was established in Sydney in 2012 by Watman, a former advertising creative director, copywriter and marketing strategist, and his partner, Marianella Watman. The website-based business brings together commercial space owners with companies and individuals looking to hire such spaces on a short-term basis, from one day to the week or month.

Spaces on offer include shops and malls, offices, foyers and festival locations. Core users include brand managers, creative agencies, research companies, artists and retailers, while space owners on the platform include diversified property owner, GPT Group. The company has 1000 spaces to offer and more than 6000 brands on its books.

“Mark has an impressive CV including impeccable property credentials,” Pete Watman said in a statement. “He has run strategy, policy and issues management teams in government and some of Australia’s top 50 publicly listed corporations.

“Mark is also active in the startup community, so he understands the whole dynamic of doing big things with small budgets. He has been advising us from the start and having him officially in the business feels right. It’s a great validation of our business model and the market opportunity.”

Watman said Gell’s appointment reflected Popup Brands’ ambition to bring big and small brands together around new uses of property and spaces. He also flagged more news about the company’s presence in the “big end of town” in coming months.

“It’s not always an easy sell, no matter how obvious the benefits of short-term space leasing may be to us,” Watman added. “Mark is already helping us to bridge a cultural gap.”

Popup Brands has already founded a pop-up shop for Etsy, CakeWine’s winter pop-up bar as well as online stores, Live Fashion and Joe Button. The service is based on a purpose-built technology platform and marketplace for space owners and brands to meet online and negotiate arrangements for short-term bookings of vacant and underused retail commercial properties.

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

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, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Read more: Vodafone appoints new CMO, customer services director

Signup to CMO’s 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.
Show Comments

Supporting Association

Blog Posts

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in