SYDNEY: Ebay Australia is in the process of restructuring its marketing team, following the departure of marketing manager Kristie Taylor.
Taylor's role will be replaced by two new positions, amid a change in marketing strategy that will see a greater focus on its retail and business offering.
Instead, two newly defined senior marketing positions are up for
grabs, one to focus on buyers of eBay goods, the other on sellers.
“There has been a great deal of movement in the marketing team,” Daniel Feiler, an eBay spokesperson, said. “It is all about aligning people and positions to the new marketing strategy.”
The “new marketing strategy” involves realigning perceptions that eBay only caters to consumer sellers of second hand goods in an auction style format, and moving toward the idea that eBay also caters to retail and business sellers of first hand goods in a fixed price format.
Ebay’s head of marketing in Australia and New Zealand, Hamish Stone, has remained in his position, but there have been a number of departures from the marketing team.
Feiler would not confirm the exact number of departures, but he did confirm the departure of marketing manager Taylor, adding that the marketing team has “seen a great deal of movement”. He also said that contract positions have been bolstering the department in the interim.
Taylor was marketing manager at eBay Australia for just over two years, reporting directly to Stone.
The $2.5 million creative advertising account for eBay Australia is currently up for grabs. Incumbent agency Whybin TBWA has been removed from the process, along with creative agency Host, leaving BMF and Leo Burnett to fight it out.
A decision was expected earlier in the year, but the review has been delayed.
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