To avoid misleading customers, or simply through fear of legal backlash, advertising has evolved to hide the potential shortcomings of an offer in its disclaimer.
Online employment search giant, Seek, has appointed a new marketing leader as its looks to kick off a brand transformation.
Kendra Banks joins the group as marketing director and is responsible for all customer and B2B marketing across the Seek employment business in Australia and New Zealand. She reports directly to managing director of Seek employment, Michael Ilczynski, and has replaced Fiona LeBroq, who left last July and has since re-emerged as acting GM of marketing and brand at Medibank.
Banks was most recently a general manager at Coles, where she led the supermarket group’s private label product development, brand and marketing as well as its customer insights function. Before this, she worked for Tesco in the UK in a number of senior marketing roles including marketing director for the supermarket chain’s online business.
Banks started her career in strategy consulting with McKinsey & Co and also worked for Oxfam UK.
A spokesperson told CMO Seek’s vision is to be the global leader in online employment, and flagged plans to evolve the organisation to incorporate new products and services that support this vision.
“Kendra will lead this brand transformation for both candidates and hirers,” the spokesperson said.
“She has a proven track record in developing marketing and product strategies driven by deep understanding of customer insights and behaviours. Kendra also has a deep understanding of digital marketing, having contributed to growing the Tesco online business significantly. She has built large teams spread across multiple geographies that operated effectively in a unified way.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu