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.
Optus has appointed a new permanent chief of consumer marketing and product, filling the gap left by the departure of Vicki Brady.
Ben White has been acting in the post of managing director, marketing and product for Optus’ consumer business since December, comes with 10 years’ experience with the telco in a variety of roles, including VP of products and devices, VP of mobile marketing and head of sales, Optus Wholesale.
The current role sees White responsible for consumer mobile and fixed products, TV and entertainment services, brand and communications, analytics and insights and innovation across consumer and SMB segments. He also has oversight across wholly-owned brands, Virgin Mobile and Vividwireless.
White will report directly to Optus CEO, Allen Lew, as part of the executive team, and was chosen after a global search.
“Ben’s deep knowledge of Optus and the Australian telecommunications market will ensure we are well positioned to drive consideration of Optus by delivering innovation solutions that entertain customers and enhance their lives,”Lew said in a statement. “With his extensive product and marketing background, Ben is well-placed to lead the next phase of our transformation starting with the launch of the English Premier League.”
White said he was excited to be taking up the role permanently. In recent months, Optus said White had been instrumental in Optus’ recent Yes TV by Fetch, Optus Music, Home Wireless Broadband, and our refreshed brand efforts.
“This is an exciting time to be part of Optus and I look forward to leading the team as we continue to transform our brand into a mobile-led entertainment business,” he said.
Brady was appointed as head of marketing and product in April last year after three years as MD of customer. She was poached by Telstra last year to become group MD of consumer and will start this role in coming weeks.