Former Pandora, eHarmony and WooliesX marketing director Nicole McInnes has joined telco startup OVO as its first chief marketing officer.
It's McInnes fourth position in four years, having left Pandora in 2016 for eHarmony - a role which she stayed in for 18 months - to join Woolworths X, Woolworth's digital arm.
It was revealed in April the top marketer had left her post at Woolworths after just six months.
OVO runs through the Optus network and is a small scale prepaid mobile provider. It currently has 60,000 mobile subscribers.
CEO Matt Jones says he's been after McInnes before the business was off the ground.
"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," he says.
"I've known Nicole for many years. 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."
McInnes says joining OVO is going to be a "fast and exhilerating ride".
"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.
"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.
"I think I've joined OVO just at the right moment, as it prepares to unleash its patented machine-learning AI video platform, and continues to escalate both its mobile business and exclusive digital sports and entertainment content partnerships."
In addition to offering mobile and data pre-paid plans, OVO supplies more than 20,000 hours of unique content across sport and entertainment including esports, gymnastics, motorsport, sailing and Triple M and HIT radio currently available on OVOPlay.
It will continue to build this library of content as it rolls out its AI-driven video delivery platform over the coming months.
"We've proven the model works and have established a successful business, but we're just getting started," Jones says.
"That a business of OVO's size and youth can attract someone of Nicole's experience speaks volumes for the opportunities we're creating for this business. I've seen what Nicole's achieved for other businesses that have benefitted from her stewardship and creativity, and I'm excited to see the impact she has on OVO."
Earlier this year, OVO released its a TV ad via SCA's in-house creative agency promoting its 100GB prepaid Mobile Broadband Plan.
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