Former eHarmony marketing chief joins telco startup

hybrid media and telco player is looking to disrupt the Australian telecoms landscape with its offering

Nicole McInnes
Nicole McInnes


eHarmony’s former managing director, Nicole McInnes, has taken up the inaugural marketing leader’s chair at media telco startup, OVO.

OVO provides a range of mobile phone plans to Australian consumers matched with data-free allowances across its own digital content platform, OVOplay. The group launched in 2016 and is positioning itself as a new type of hybrid telco/media offering, tapping into the Optus 4G network to deliver services and content.

McInnes is the company’s first c-level appointment and first marketing chief. Most recently, she spent seven months as marketing director of WooliesX. Prior to this, McInnes was the local marketing director for eHarmony for 18 months. Her resume also includes marketing executive roles with Pandora and Adshel.

“The day of the telco becoming the broadcaster has been a long time coming. OVO knows it, and is ahead of both industries in making it happen," McInnes said in a statement announcing her appointment.

“As a digital marketer who has been fortunate enough to get paid to indulge my deep interest in content and human connection that media represents, OVO is an exciting opportunity. This is a company that for all its success to date, is still in its early stages, with so much more creativity and creation to be undertaken to help it really take off.”

McInnes said she joins OVO as it prepares to debut its patented machine-learning video platform. Her priority list also includes ramping up both the brand’s mobile business and exclusive digital sports and entertainment content partnerships.

To date, OVO said it’s amassed more than 20,000 hours of unique content across sport and entertainment including e-sports, gymnastics, motorsport, sailing and Triple M and HIT radio currently available on OVOPlay. The intention is to build out this library of content as it rolls out its AI-driven video delivery platform over the coming months. The company also claims 60,000 mobile subscribers.

OVO CEO, Matt Jones, said he’d known McInnes for years and was keen to get her on-board.

“It was her experience inspiring consumers on behalf of digital native companies that were pioneering machine learning algorithms, that convinced me she was right for OVO,” he said.  

“I've been after her to join since this business was just a concept. I have never met a marketer who matches commercial acumen and analysis with creative passion the way Nicole does, which is exactly what we were looking for in a CMO.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in