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

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

Latest Podcast

More podcasts

Sign in