Pop-up space startup hires Lend Lease global marketer and strategist as COO

Popup Brands brings together property space owners with brands and businesses looking to hire commercial space on a short-term basis

Noted business strategist and former global head of marketing and strategy for Lend Lease, Mark Gell, has become the first chief operations officer at Australian short-term commercial space startup, Popup Brands.

Gell has held a number of senior roles in Australian private and public organisations for the past 30 years, running strategy, policy and issue management teams for Telstra, Boral, TNT, the Premier of NSW, and Citibank.

He was also the global head of strategic marketing and communications at Lend Lease, as well as general manager of corporate development and sustainability at One Steel. Popup Brands co-founder and CMO, Pete Watman, said Gell’s appointment will help the business drive into new markets for short-term commercial space.

Popup Brands was established in Sydney in 2012 by Watman, a former advertising creative director, copywriter and marketing strategist, and his partner, Marianella Watman. The website-based business brings together commercial space owners with companies and individuals looking to hire such spaces on a short-term basis, from one day to the week or month.

Spaces on offer include shops and malls, offices, foyers and festival locations. Core users include brand managers, creative agencies, research companies, artists and retailers, while space owners on the platform include diversified property owner, GPT Group. The company has 1000 spaces to offer and more than 6000 brands on its books.

“Mark has an impressive CV including impeccable property credentials,” Pete Watman said in a statement. “He has run strategy, policy and issues management teams in government and some of Australia’s top 50 publicly listed corporations.

“Mark is also active in the startup community, so he understands the whole dynamic of doing big things with small budgets. He has been advising us from the start and having him officially in the business feels right. It’s a great validation of our business model and the market opportunity.”

Watman said Gell’s appointment reflected Popup Brands’ ambition to bring big and small brands together around new uses of property and spaces. He also flagged more news about the company’s presence in the “big end of town” in coming months.

“It’s not always an easy sell, no matter how obvious the benefits of short-term space leasing may be to us,” Watman added. “Mark is already helping us to bridge a cultural gap.”

Popup Brands has already founded a pop-up shop for Etsy, CakeWine’s winter pop-up bar as well as online stores, Live Fashion and Joe Button. The service is based on a purpose-built technology platform and marketplace for space owners and brands to meet online and negotiate arrangements for short-term bookings of vacant and underused retail commercial properties.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

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, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Read more: Vodafone appoints new CMO, customer services director

Signup to CMO’s 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: 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

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in