MYOB customer leader switches accounting for construction industry

GM customer success takes up new role as EstimateOne's customer and commercial officer

Homegrown construction tendering software player, EstimateOne, has confirmed MYOB’s customer success chief as its new chief customer and commercial officer.

Natalie Feehan, who has spent more than last five years with MYOB overseeing marketing, ecommerce and more recently, customer success, has joined the Australian business to lead EstimateOne’s experience and scale teams. She’s also responsible for customer success, marketing and sales initiatives. Feehan commences the new role in 2021.

Prior to joining MYOB, Feehan worked for REA Group for eight years, working her way up from head of marketing and communications to GM of marketing strategy. Her resume also boasts of marketing and brand management work with Mini.

Feehan told CMO she was attracted to EstimateOne for three reasons: People, customer value and high growth. EstimateOne was established in 2008 and provides tender workflow software and project noticeboard marketplace for the building and construction industry. It operates across Australia and the UK and boasts of helping 45,000 organisations win a share in $305 million worth of work since its inception.

“Andrew Ritchie and Mike Ashcroft [company founders] clearly care for the business and industry and have also put huge effort into building and protecting the company culture,” Feehan said. “When you feel an alignment to the culture of the business, its values, and the existing leadership team, that’s a very good starting point.  

“Early in discussions, the benefits and customer value of the EstimateOne platform was so clear. The building and construction industry can continue to benefit greatly from digitisation, and the E1 platform enables better productivity, better decision making - that values not just price but quality of construction - decreases risk and builds a fair and sustainable industry for the big and small players within.”

Feehan said she’s also always enjoyed working in high-growth tech companies and was looking forward to a role “where my experience can be directly applied to helping the team and business grow”.

As to her time with MYOB, Feehan highlighted several milestones over her more than five years. As executive GM of marketing, for example, she led and delivered the MYOB brand transformation including the design and external launch of the now current brand identity, internal brand and culture alignment program.

It was work that saw Feehan build business cases for investment to scale digital marketing technology and platforms and advertising expenditure, that resulted in the turnaround and significant growth of SME product sales via digital/direct sales channels.  

More recently as GM of customer success, Feehan led a team of more than 600 across customer support, customer consultancy and services, and established the strategy for MYOB’s customer approach, including implementation of customer success platform, Gainsight.  

In a statement, EstimateOne noted Feehan’s passion for leading teams and culture through transformation and scale to enable high growth as a key reason for her appointment.

“With a strong personal focus on gender diversity in the workplace and work life integration, Nat nurtures highly engaged, high-performance teams to be equipped to embrace ambiguity, be challenged and work together to drive exceptional customer experiences and business success,” the statement read.  

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