Eventbrite head of marketing Josh McNicol promoted to regional marketing role

New remit for the marketing boss sees him take responsibility for APAC at the event and ticketing platform

Eventbrite head of marketing, Josh McNicol, has been promoted to general manager for Asia-Pacific and will lead a team of more than 35 staff across its regional offices spanning Melbourne, New Zealand and Singapore.

McNicol, who relocated back to Australia after working in Silicon Valley, was previously head of brand for global payments technology company, Square, in San Francisco, after initially launching the business into Australia as its first local head of marketing. He has also led marketing and digital teams at Temple & Webster and The Australian Ballet.

With a passion for customer-centric marketing, McNicol said he's focused on brand storytelling and strategy, customer acquisition and launching new brands into new markets. He said his marketing and business experience provide “two key strengths”.

“I’ve spent the bulk of my career in fast-growth tech startups and that means having a commercial mindset in relation to marketing, like creating positive ROI and tracking marketing back to growth. It's also built my skills and expertise around launching new brands,” he told CMO.  “I also have experience in team leadership that comes from leading large teams and across marketing, business development, support, operations.”

Eventbrite, which launched a local office in 2014, says it’s reached a milestone of hosting 1 million Australian events, with one in four Australians having attended an event ticketed by the company. In terms of its local APAC marketing strategy, McNicol said it has three key pillars. Firstly, to ensure activities locally and stemming from global initiatives have an Australian feel.

“We’re a satellite team with global headquarters but we’re the brand champions and interact with creators and event organisers with the right tone and understand the needs of the Australian market," he said. "The big focus over the next 24 months is a focus on brand.”

The second pillar of Eventbrite's marketing strategy is a particular focus on music and McNicol said the marketing team is heavily focused on innovation. Its partnerships with Spotify and Facebook, for example, will be key.

Finally, the usual marketing playbook of acquisition and retention is part of its forward focus. But rather than put the spotlight on event attendees, it's event organisers Eventbrite wants to build on its books.

“How are we discovering new event creators and new event trends is key” McNicol said. “We’re refining our acquisition and retention channel, working with new partners, and finding new partners.”

Supporting these efforts will be a growing marketing team focused on consumer and creator experiences, McNicol added.

Eventbrite recently released a snapshot of 450,000 Australian events held between January 2018 and June 2019 around the country. The insights show New South Wales can claim more sporting events and festivals and gin is the preferred tipple for event for Sydney, while there are more vegan events in Melbourne. Astronomy tours, meanwhile, are trending in the Top End.

Away from its marketing plans, the platform sort of rides the zeitgeist of entertainment and events and its global and local focus is all about playing to its strengths. Eventbrite said McNicol can see the changing tastes in local events through the platform and as a global outfit, is it's in a unique position to track emerging event trends in the US and Europe and work to anticipate those trends when they come to Australia. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

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