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

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in