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.
Australian taxi app and mobile payments provider, ingogo, has recruited Nine Entertainment’s former marketing director as its first CMO.
Jeff Lim was previously the marketing director for Mi9, ninemsn, 9jumpin and the Daily Mail Australia for 18 months on contract, and has 15 years’ experience in marketing roles. Previous positions include global head of marketing at The Travel Corporate for the AAT Kings Group, as well as several years as marketing director for the Domain, Drive and MyCareer brands at Fairfax.
He joined ingogo as the first CMO and will be responsible for strategy development, brand positioning, campaign execution, product development and content. In a statement, ingogo’s founder and CEO, Hamish Petrie, said it was important to build the marketing function in order to support and foster the company’s next phase of growth.
“Jeff will be driving a number of key marketing initiatives to further grow our business,” he said. Petrie said ingogo will make additional marketing and product team hires in the next six month.
“We want our marketing efforts to reflect the innovative culture here at ingogo, so we are thrilled to have a leader with Jeff’s experience and expertise on the team,” he added.
Lim said he was looking forward to joining the fast-growing business, noting its shift from startup to disruptive tech business. The company was established first in Sydney in 2001 and has been operating in Melbourne since last year.
“Disruptor brands like ingogo are forcing us to change ‘the way we’ve always done things’ and I’m looking forward to being a part of that by helping ingogo along its growth path.”
The company recently expanded its drive network nationally and will launch taxi services in Brisbane, Perth and Adelaide shortly. Other recent initiatives include the launch of a revamped app, as well as a partnership with expense management solution provider, Concur, for taxi travel expenses.
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