CMO

Business author joins human capital management consultancy to drive global brand and marketing

Andrew Griffiths joins as inaugural advisory board member to Smart WFM as it works to build out its global presence
Andrew Griffiths

Andrew Griffiths

Human capital management consultancy, Smart WFM, has brought on bestselling author, Andrew Griffiths, as its first global advisory board member to oversee marketing, branding and messaging.  

The inaugural appointment is designed to help Smart WFM globally expand and capture more of what’s estimated to be a $44 billion human capital management market. The consultancy was founded in Sydney in 2016 by entrepreneur, Jarrod McGrath, and offers on-demand as well as onsite advisory, implementation and support services across private and public sectors.  

Griffiths is joining in the new role of advisor and director of marketing, branding and messaging. He’s the author of 14 business books and boasts of more than 25 years’ business, marketing and communications experience. His work has extended across a broad range of companies and political bodies worldwide including Telstra, Optus, CBS TV, HP, NYK Line and the European Union.  

Recently, Griffiths delivered a series of workshops for the EU to help prepare a range of businesses for the Brexit transition. His said his experience working with McGrath to date, along with the company’s global expansion, attracted him to the role.  

“I’ve worked with Jarrod for years now helping him launch and promote his books. It was in his writing that I could see the story of how he was reshaping the human capital management industry,” said Griffiths. “This company is building a legacy and setting the bar for how organisations can get the most out of their people while giving them the best possible experience. It’s hard to imagine anything more important than that opportunity in today’s business landscape, and McGrath and his team bring a rarely found wisdom to where organisations and people meet.”  

In driving the company’s global marketing strategies, Griffiths said he’ll be helping Smart WFM as it matures globally and edges towards becoming a publicly traded company. He’ll also play an active role in identifying other members to join the advisory board with an emphasis on diversity, equity inclusion and belonging, environmental sustainability, philanthropy and global consulting.  

Smart WFM said the new role follows accelerated growth across its client base, revenue and team. Milestones over the past year include setting up Indian and US subsidiaries.  

McGrath said Griffiths’ appointment is key to ensuring the company can continue to scale sustainably and position the company as a global enterprise.

“We operate in the HCM services market, which we estimate will be about three times the value of the HCM market itself,” he continued. “While that’s a huge opportunity, it doesn’t even recognise that this is an industry connected to every pay cheque across the globe, and it is dramatically underserved.  

“The people-first approach we’ve taken – where we consider productivity, and balancing knowledge workers and operational workers – is clearly working. Andrew understands the journey we’re on but also brings an outsider’s perspective to it, and his expertise will be invaluable on us maximising our growth potential.”  

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