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.
REA Group’s former marketing strategy chief has become the new general manager of group marketing at accounting software firm, MYOB.
Natalie Feehan was previously the group manager of marketing strategy at REA Group for just under two years, and had been with the real estate digital media company for eight years. Her previous roles at the company included marketing and communications, sponsorship and customer marketing.
Prior to joining REA, Feehan was in brand and CRM marketing at Mini, and an event manager for Crock Productions and New Street Films.
Feehan takes over the MYOB marketing reins from current CMO, Caroline Ruddick, who has held the role since February 2012 and joined the software company after several years as marketing manager for brand strategy at Seek.
In a statement to CMO, MYOB general manager of industry solutions, Andrew Birch, said Ruddick had seen the organisation through significant change, including the transition from desktop to cloud, and the transition to public listing on the ASX.
“Throughout her time, Caroline has made a strong contribution to the executive team and the wider business,” he said.
“Ms Ruddick has overseen a range of initiatives that have been enormously important to the business, including transition from desktop to the cloud, step changing our digital marketing and website, brand alignment across the business, the introduction of MYOB Essentials which has become the product of choice for our SME clients, the launch of MYOB PayDirect and MYOB Advanced, as well as a range of other important initiatives.”
Ruddick said she had thoroughly enjoyed her time at MYOB, but did not confirm future plans.
“I am proud of what has been achieved. It has been exciting to help the organisation transition to cloud and prepare for a public listing,” she said.
Feehan said she was proud to have joined the market-leading online business at such a time of further growth.
“Having recently listed on the ASX, the next three years will be a critical time, as we continue to build and deliver the best accounting software solutions for our clients,” she commented.
“This role is responsible for brand strategy including managing our in-house creative team, 'The Purple Agency’, our website, content and social strategy and I am looking forward to working with a talented team.”
It is understood REA Group is now looking for a direct replacement for Feehan as group GM of marketing strategy. The role sits alongside group GM of marketing operations, Joseph Lyons.
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