Domain name register provider appoints new marketing director for Australia and New Zealand to accelerate its global marketing ambitions
eBay’s local brand and communications chief has joined GoDaddy as its marketing director for Australia and New Zealand with a remit to expand upon the domain name register’s global marketing ambitions.
Tracy Hall has spent the last four-and-a-half years as head of brand and communications at eBay and counts an 11 per cent increase in top-of-mind awareness of the brand among her achievements during that time. Prior to this, she was a senior brand and communications manager at Virgin Mobile Australia for five years, rising up from broadband acquisition manager.
As the top marketer for GoDaddy locally, a newly created role, she’s charged with raising the domain name register provider’s profile with local small business and entrepreneurs, expanding upon global marketing efforts and putting an emphasis on customer lifecycle in her strategy.
GoDaddy vice-president and management director for A/NZ, Tara Commerford, noted 60 per cent of Australia’s 2 million small businesses still don’t have a website.
“We are delighted to have Tracy join our growing team, bringing her deep experience delivering integrated marketing strategies to help encourage Australians to pursue their passions online,” she said.
Hall said she was excited to be joining a team focused on small businesses, “the powerhouse of the economy”.
“There is incredible opportunity for GoDaddy to help fuel their passions and success by providing them with the tools they need to thrive,” she said.
Having a GoDaddy marketing director on-the-ground in Australia helps the brand better understand local customer needs in-depth, Hall told CMO.
"So we are best placed to promote products and services that our customers need, and communicate those benefits," she said. "We have a dedicated marketing team across the APAC region focused on brand and performance marketing with a wider centralised channel marketing group supporting all of GoDaddy’s markets around the world."
A key pillar of the group's marketing strategy is ensuring campaigns are localised and address the needs of each respective market.
"The second pillar is the integrated aspect of our campaigns, ensuring visibility and clarity in communications across channels and media," Hall said. "Our key focus is bringing a message of simplicity and ease to help entrepreneurs and small businesses get their ideas online and grow their ventures by building a powerful digital presence."
EBay declined to comment on Hall's departure or her direct replacement.
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