Mark Kehoe, managing director for Gumtree Australia, CarsGuide, and Autotrader, has announced three key leadership appointments to support the strategic evolution of the business.
Collaboration across Gumtree, CarsGuide, and Autotrader, has only accelerated after the three brands integrated in June 2020 and the combined business, via eBay Classifieds Group, was then acquired by global online classifieds specialist Adevinta (ADE) earlier this year.
The refreshed leadership team will guide the further integration of the business, with a focus on each brand leveraging from one another, realising synergies, and identifying growth opportunities. Building on the strengths of each brand will cement Gumtree’s position as Australia’s favourite local marketplace and build a leading destination for buyers and sellers in the Aussie automotive market through CarsGuide and Autotrader.
Manisha Seewal (main photo) has joined the business as chief marketing officer (CMO) in October, Daniel Evans (pictured above) joined as chief product officer (CPO) in August, and Shannon Fitzpatrick (pictured below) has been appointed director of commercial partnerships (DCP).
Kehoe said each team member is a leader in their domain of expertise and will support the transformation to a single business across the three brands.
“As we look to the future, we need the best in the industry to help drive our strategy and realise the potential of our integrated business. Manisha, Daniel and Shannon all have a key role to play in that evolution,” said Kehoe.
“Each brings exceptional skills and experience to the business. Manisha offers highly relevant marketing experience in both horizontal and vertical classifieds businesses. Daniel comes with a deep knowledge of product development in the transactional and mobile-first realm. Shannon understands the role of data and how to connect with audiences through solutions that are client-centric.”
Under parent company Adevinta, the new business direction will see synergies across Gumtree, CarsGuide and Autotrader realised through a combined ecosystem approach, allowing the brands to tap into new opportunities and achieve integrated outcomes.
“With oversight from our new leadership team, our brands will work closely to deliver results across every part of the business, from marketing and technology to media and beyond.
“We’ve already seen a great example of the business integration benefits through our digital product development and the adoption of specific motors solutions from CarsGuide and Autotrader across the Gumtree platform. Likewise, we’re also seeing terrific value in offering our motor dealers listings across all three sites allowing them to reach larger audiences.”
The appointments of Seewal, Evans and Fitzpatrick will also help to drive the business’ vision and strategy for 2022, spearheaded by Kehoe.
“As the needs of our stakeholders continue to evolve, so does our strategy. Online classifieds are being led by consumers looking for a seamless process to buy and sell, and also by advertisers seeking contextual solutions driven by data. Reinvigorating our leadership team means that we’ll be able to focus on enhancing our combined business offering to support these needs whilst continuing to provide Australians with the things they already love about our platforms.”
Each brand is known for their respective strengths: Gumtree, as the marketplace empowering economic opportunity through responsible living; CarsGuide, as a leader in automotive editorial guiding customers to confidently buy and sell cars; and Autotrader, as a leading automotive marketplace where everyone wins. Combined, 8.5 million people now use Gumtree, CarsGuide and Autotrader every month (Nielsen, January 2021).
“Many Australians have traded with us and many others have even grown up with us. During this journey, we’ve witnessed first-hand the increasing popularity of our brands and the respect we’ve achieved by leading with purpose. Our commitment as a business to be a growing force for good is a key factor helping us attract top talent.
“Building on the strength of our team, I’m excited to see how we continue to evolve in the new year,” said Kehoe.
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