Australian online trademen directory service looks to expand its brand awareness and boost business
Online home improvement directory, hipages Group, has brought on a new chief marketing officer (CMO) and created a chief customer office role as part of plans to lift its brand presence and might in Australia.
New marketing chief Fraser Taylor has been in marketing for more than 20 years in the FMCG sector and was most recently A/NZ marketing director for Kellogg’s and Sara Lee. He has worked across Australia, the UK and Canada for a range of brands and blue chip companies.
Taylor replaces Stephen Keighery, who assumes the newly created role of chief customer officer. In a statement, the company said Keighery will focus on understanding the needs of hipages’ tradie network and ensuring it has the right mix of specialists on-board.
Hipages Group co-founder and CEO,David Vitek, said Taylor joins the company at a pivotal time in its growth and will play a central role in its development strategy. The online-based business, which was founded in 2004, aims to connect consumers with registered and quality tradesmen across 1100 categories, and claims to place 40,000 jobs each month.
Earlier this month, the company secured $6 million in equity funding which was earmarked for team investment. At the time, Vitek said the company was looking to grow its technology team as well as improve brand awareness.
“Fraser is analytical, creative and brings with him solid processes for understanding consumers and how they tick,” Vitek said in a statement. “His core expertise will greatly complement the hipages Group model.”
Taylor pointed out hipages Group is operating in a $90 billion home improvement market that is highly fragmented and offers great opportunity for growth.
“Hipages.com.au is already a great online business but I look forward to making it a great consumer brand – and helping the business grow significantly,” he said.
According to its website, hipages now has 1.5 million monthly online visitors a staff of 90.
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
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.
The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
That’s great! While 95% of customer value high-quality support over speed, delivering both is vital in this competitive age. Integrating ...
Akansh M
Foxtel debuts in-app messaging chat to improve customer service
Thanks for the post
Ashirwad Towers
How a brand facelift and content strategy turned real estate software, Rockend, around
Like we have been growing in technology since the first industrial revolution and never stopping but when it comes to businesses around t...
Bhooshan Shetty
Predicting the Future: Marketing science or marketing myth?
Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...
Bhooshan Shetty
Gartner survey: CMO spending hit by COVID-19
Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...
Bhooshan Shetty
Marketing 2030 and the rise of the machines