NBN Co creates head of social strategy role

National Broadband Network wholesale operators recruits former CommBank head of social and digital channels, Niki Epstein, to newly created position

CommBank’s former head of social media strategy, Niki Epstein, has turned up as the new head of social strategy at NBN Co, the wholesale company overseeing the rollout of Australia’s National Broadband Network.

NBN Co’s executive general manager of corporate affairs, Karina Keisler, told CMO Epstein will take up the newly created role of general manager of social media from 22 October. Reporting into corporate affairs, her remit is to build the organisation’s social media strategy with a particular focus on PR, but also work in partnership with customer care and marketing.

“We are very light touch in terms of social presence currently, which we want to ramp up as a way of raising awareness and engagement with the country around the NBN,”Keisler said. “Niki will be the conduit and coordinator for all of our activity in social in terms of marketing, care and online content.”

While NBN Co has a dedicated general manager of digital and also previously published its own blog, it has not previously had anyone dedicated to social media engagement or content, Keisler continued.

Epstein will devise the best social channels of engagement for NBN given its core customer focus is ISPs, as well as look into the right strategy for end-user interaction as hundreds of thousands of Australians gain access to the NBN.

As an example, Keisler said that while most end-customer requests are the responsibility of the ISPs and telcos operating the retail side of the NBN, the wholesale operator still receives a host of questions and comments that need to be managed.

Epstein was formerly executive manager of social media and digital channels at Commonwealth Bank, a role she held for nearly 18 months up until March 2014. Prior to that, she spent three years as a social media marketing manager within the financial institution.

Her resume also include a digital marketing manager’s post at A&E Television Networks, freelance marketing consulting, as well as marketing roles at Shock Entertainment and Festival Mushroom Records.

Epstein was replaced at CommBank by Vanessa Sanford, a former client services director at Ikon Communications, in March.

More NBN Co stories from our sister publication, Computerworld

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

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, or check us out on Google+: google.com/+CmoAu

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: Microsoft's Pip Arthur

​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.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...

Bagen Andrea

What this millennial marketer is doing to shake up conveyancing

Read more

Blog Posts

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Why marketing and UX teams must join IT on cyber security

For far too long, cyber security has been considered the sole domain and concern of the IT department, with other departments including marketing, UX and design, firmly entrenched in the belief it is not their concern. The reality could not be further from the truth. In fact, this view is dangerous as it could lead to irreparable brand damage and a lack of trust in consumer behaviour.

Nicki Doble

CIO, Cover-More Group

Sign in