Gumtree, CarsGuide and Autotrader name new CMO to drive closer brand ties

The combined Gumtree Australia, CarsGuide and Autotrader group has appointed a new marketing chief as the trio of brands look to forge closer ties under new ownership.

Manisha Seewal is one of three key appointments that will explore further integration and drive greater synergies between the operations, as chief marketing officer.

The move follows the acquisition earlier this year of eBay Classifieds Group – of which Gumtree, CarsGuide and Autotrader were part of – by Adevinta. Gumtree also acquired Cox Media, the owner of CarsGuide and Autotrade, in 2020.

Along with a new CMO, Daniel Evans has joined as chief product officer, while Shannon Fitzpatrick has been appointed director of commercial partnerships.

Manisha Seewal

The company said the new leadership team will drive further integration of the business, realise synergies and identify growth opportunities

Gumtree Australia, CarsGuide and Autotrader managing director Mark Kehoe said: “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.

“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.”

Daniel Evans

Kehoe said the brands will work closely together across all parts of the business, including marketing, technology and media.

“As the needs of our stakeholders continue to evolve, so does our strategy,” he added. “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.”

Seewal joins from Indonesia-based e-classifieds marketplace, while Evans ran his own consultancy after previously working for Adevinta brand Shpock.

Fitzpatrick, meanwhile, was Gumtree director of advertising having joined the firm from Domain in early 2020.


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