Brand building and disruptive marketing key to new OneShift marketing chief

New marketing director at Australian online jobs platform startup, OneShift, looks to reflect the company's disruptive nature in his forthcoming marketing plan

Embracing “disruptive” marketing techniques will lie at the heart of a strategic brand blitz being put together by the new and first head of marketing at Australian online jobs platform, OneShift.

Simon Porter was most recently the managing director of iris worldwide and has spent 18 years in the agency space in the UK, Europe and Australia with clients such as Sony, Vodafone, Microsoft, Shell, Adidas and Diageo. He is also an angel investor in a number of tech startups that use new technologies to disrupt mass communications markets and has plans to launch a seed investment fund for Australian tech start-ups this year.

Porter’s appointment as OneShift’s marketing director earlier this month comes after 18 months of rapid growth at the Sydney-based startup. OneShift provides an automatic matching system which pairs employees with businesses, and already has 270,000 job seekers and 25,000 businesses using its website.

Recently, the company secured $5 million in investment from staffing and facility management company, Programmed.

“I’m a big advocate of start-ups and disruptive technologies and OneShift is bringing an entrepreneurial approach and disruptive technology to a market place that has been pretty traditional,” Porter told CMO. “It’s a young company, and an ambitious project that I believe I can make a difference to.”

Porter will be responsible for overseeing public relations, digital, media buying, creative and social strategy for the online jobs platform. He said his focus is on reviewing what’s been done to date, interrogating the user and market data in-house, and coming up with a strategy that will improve acquisition of businesses and job seekers, as well as lift conversion rates on all matches.

“Part of that will be working on the profile of our job seekers and attracting quality in terms of that profile,” he explained.

Porter has a sizeable budget at his disposal and with a focus on brand building, sees national advertising and mass communication channels as key to building market awareness. However, he also stressed the importance of targeting through data, as well as embracing newer types of channels including mobile.

“I believe that as a challenger brand, we are a disruptor in the market place and our marketing should reflect what we stand for,” he said. “We want to be disruptive with our marketing approach, whether it includes mobile, digital stunt-based or traditional media, to help us gain a greater share of market.”

In a statement, OneShift founder and CEO, Genevieve George, said she was thrilled to have landed a talent of Porter’s calibre.

“While we’ve been delighted with our success to date, we have plans to ramp up our marketing efforts in a major way this year to supercharge our growth and expansion plans,” she said. “Simon’s significant experience with top local and global brands and evident passion for startups and industry disruptors will make him a huge asset to our growing OneShift team.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in