OVO has appointed former Pandora, eHarmony and WooliesX marketing director Nicole McInnes as the media telco’s first chief marketing officer.

Starting immediately, McInnes is the first C-Suite hire for OVO, which launched in late 2016 offering a range of mobile phone plans aimed at underserviced Australian consumers, aligned a sport and entertainment broadcasting platform.

As well as providing mobile and data pre-paid plans over the Optus 4G+ network, OVO has amassed content across sport and entertainment including esports, gymnastics, motorsport, sailing and Triple M and HIT radio currently available on OVOPlay.

It said it will continue to build this library of content as it rolls out its AI-driven video delivery platform over the coming months.

OVO said McInnes , who most recently served as marketing director at WooliesX, would bring big-brand experience with a focus on ROI-driven marketing, as the company continues to capitalise on the consumer-driven convergence between mobile and media.

“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,”  said McInnes.

“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.  It’s going to be a fast, exhilarating ride.”

“From a standing start in late 2016, OVO has attracted more than 60,000 mobile subscribers,” said OVO CEO Matt Jones.  “More than 1.5 million fans viewed our unique content in 2017.  We’ve proven the model works and have established a successful business, but we’re just getting started.”

“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,” Jones added.

“I’ve been after her to join since this business was just a concept.  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.”

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