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!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in