Zenith beefs up digital performance - hires data director

James McGrath
By James McGrath | 16 January 2015

ZenithOptimedia is betting on digital performance marketing is as seeks to put 2014 behind it and continues to chase data-driven clients.

It has pinched Rebecca Sharpe from TAL Insurance into the newly-created role of director of digital data analytics, after a three month search for the perfect person.

She has a background in lead data analytics with Brisbane Marketing, TAL Insurance, and Compare the Market.

She is also currently wrapping up her thesis on purchase intent and brand loyalty concepts, and holds two master degrees.

Last year ZenithOptimedia had a well-publicised string of losses, including losing Lion to Bohemia, losing Nestle to MEC and MediaCom, while it also lost Qantas to OMD.

However, it did manage to pick up HP, Appliances Online, Fitbit, and RaboDirect.

CEO Ian Perrin told AdNews that it was pinning its growth plans on attracting brands which need a performance marketing approach, hence the new hire and new role.

“The growth in our business is coming from digital performance marketing and with new clients such as HP, Appliances Online, Fitbit and RaboDirect, it's important that we employ market leading talent,” Perrin said.

“With two Master degrees, Rebecca is certainly one the smartest thinkers in this area.”

ZenithOptimedia's head of digital Ros Allison backed up the sentiment.

"As the agency for the open world, we harness live data analytics streams across every element of customer interaction and exposure to understand motivators and performance triggers. Rebecca shares our passion for understanding customers through the data they generate,” Allison said.

“She has the rare combination of deep data mining and information management skills, as well as the strategic and digital marketing skills to drive customer participation and optimise conversion.”

Sharpe will start the new role on February 15.

For more news:

Zenith Optimedia goes strategic in Melbourne

Mobile growth to challenge newspapers

Appliances online goes above the line, triples awareness

 

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