Sonder has a new head of marketing as it expands market reach

Sonder has a new head of marketing, with former American Express’ former marketer director taking up the local reins.

The four-year old Australian-based technology services companies assist employees and students with everyday challenges such as mental health and physical safety via an app and support centre. Ruth Standring, who has just joined as its new local head of marketing, told CMO the company has swiftly grown and is now looking to expand the marketing function to help it position the company for scale within the B2B, business-to-education and business-to-government spaces.

Standring’s head of marketing remit is therefore broad, covering strategy to tactics, brand awareness, PR, acquisition, customer onboarding and experience. She’s replacing former marketing leader, Brent Annells.

Previously, Standring spent more than five years as director of marketing for American Express, stepping across from director of product management and marketing. Her resume also includes marketing stints with Travelport, Gallileo International and Teradata, all based in London. She’s also worked in marketing for NCR locally.    

“I was personally attracted to Sonder for two main reasons: First and foremost, it's meaningful and purpose led mission and solution,” Standring said. “Knowing you are making a difference to people's lives everyday and helping them with whatever is happening in their life is immensely humbling.

“Secondly, the solution is unique in the marketplace and there is huge potential for adoption across multiple sectors: Business, government and education. However, the solution is also complex to articulate due to its multiple use cases. This challenge is hugely exciting for me.”

As for top-line or first thoughts on priorities, Standring noted Sonder has just won a contract with a large retailer.

“Since I joined, it has been all hands-on deck to ensure the rollout to 250,00 staff members goes smoothly,” she said. “It’s a hugely exciting milestone. Other high priorities include an evolved messaging platform and multi-channel execution plan to help cut-through in the target sectors... and more.”

Read more: Inside Sonder’s elevator pitch rebrand

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