Multi Channel Network (MCN) has bolstered its leadership team, appointing senior marketing executive, Toby Dewar, in the newly created role, Customer Engagement Director.
Toby joins MCN after three years at Westpac, where he was most recently head of group media, social and digital tech.
He was responsible for leading the media and brand strategy, we well as investment levels across multiple brands – Westpac, St.George, Bank of Melbourne, Bank SA, BT & RAMs.
During his time at Westpac, Toby helped build the banking corporation’s Brand Moments platform, a highly emotive storytelling strategy that shared important life moments for customers.
He established a new bespoke agency model, Media Lab, that was focused on a science-based mindset to planning, and worked with Mark Ritson to deliver a training and development program across the Westpac Marketing and Digital team.
Prior to Westpac, Toby was general manager – media, sponsorships and awards at Telstra, and ANZ media and sponsorship manager for McDonald’s.
He also spent over ten years in media and creative agencies, including client director roles at Ikon, UM and DDB.
The appointment of MCN’s customer engagement director follows the recent announcement of new chief of sales, David Roddick, who was previously the sales and marketing director at AdShel.
MCN CEO Mark Frain said the two hires have been hand-picked to further support MCN’s existing leadership team and disrupt how the business operates structurally, to approach the market in a new and more dynamic way.
“David’s non-television background and now the appointment of a client-side expert, have been strategic moves to bring diverse perspectives to MCN so we can charter a new way of working with our clients and connecting them to the Foxtel platform,” he said.
“Toby has been re-imagining how Australian businesses leverage media, technology and creativity for over 20 years.
“He’s worked client-side at the very top level, helping brands like Westpac, Telstra and McDonald’s innovate how they communicate with, and market to, their consumer.
“With Foxtel’s investment and focus on building a better customer experience these next 12 months, and beyond, we see a role for Foxtel to be more than just an advertising platform for brands. Toby will help take clients on this new journey.
“He’ll work with MCN’s agency partners and their clients to clearly understand how Foxtel can deliver value to their businesses and better connect them to our viewers by developing new solutions and approaches that push the limits of what media can achieve.
“He’ll also support the MCN team to further understand the challenges facing marketers and distil these insights into products that can add value to the market.”
Reporting to CEO Mark Frain, Toby will support MCN’s sales/partnerships teams, uniting responses to key business challenges on behalf of clients.
He will also take a leading role in programming and hosting sessions for marketers and agencies at “Foxtel on Oxford”, MCN’s custom-built facility to help connect advertisers, agencies and subscribers with the Foxtel platform and its wide range of content.
Toby Dewar, MCN’s customer engagement director, commented: “My career to date has focussed on working within categories that face significant change and structural pressure.
“To survive through change, organisations have had to evolve and respond to the changing expectations of customers and stay relevant and competitive.
“I am looking forward to sharing this experience and leveraging these insights at MCN and across the Foxtel platform.”
Toby added his interest in jumping from client-side to media-side was based on a combination of factors.
“I see a massive opportunity at MCN to strengthen how clients connect and integrate within the Foxtel platform, he said.
“Making the move to media owner side allows me to apply my category thinking from Finance, Telco and Retail to other categories, and actively contribute to the evolution of the MCN offering and services in the market.
“There is a great sense of clarity and purpose that Mark and his team have for their business. This alignment and belief, coupled with a great sense of energy across the team, has opened up a unique and exciting proposition that I had to be a part of.”
Toby starts at MCN on Monday 5th August.