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

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