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

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

We would like to invite you to the Virtual Exhibition about IoT Trends in 2020, 7 - 9 July, organised by Must.We developed a new B2B matc...

hayfa

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

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in