It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
Australian SMB banking services provider, Tyro Payments, has appointed a new head of brand and marketing to its leadership team.
Natalie Dinsdale joins the team with 17 years’ experience in the local and UK financial services space, including UK-based online bank, Egg, Virgin Money, UBank and Bankwest.Among her career achievements are being part of the team that launched UBank into the Australian market, as well as the launch of mortgages for Virgin Money. Her background includes marketing roles, as well as business development.
Most recently, she developed her own startup ecommerce business in the parenting and baby market. The head of brand and marketing is a newly created role.
Dinsdale is the third executive-level hire made by the organisation in recent months, and follows the appointment of former Telstra head of digital, Gerd Schenkel, as CEO in October, as well as head of product, Kareem Al-Bassam, in January.
“Tyro is at an exciting phase of its growth and Natalie’s appointment is the latest example of how we are attracting some of the most talented professionals in Australia to our team,” Schenkel said in a statement.
“Natalie has deep experience delivering integrated marketing strategies and business growth.”
Tyro has been steadily building its credentials and presence in Australia’s SMB market, buoyed by a $100m cash injection in December 2015, and now boasts of more than 17,000 customers. It processed $8.6 billion in transactions and $95 million in revenue during the last financial year.
The organisation is looking to disrupt the traditional banks, and the appointment of Schenkel, UBank’s founder, was indicative of its plans to ramp up efforts in the Australian market.
“Tyro is one of Australia’s most remarkable growth stories, and the opportunity to be part of an organisation dedicated solely to giving SMEs a better deal is incredibly exciting,” Dinsdale said.