AUTOMOTIVE market platform Gumtree Australia, CarsGuide and Autotrader has made three key executive appointments as part of its strategic business evolution.

Gumtree Australia, CarsGuide and Autotrader managing director Mark Kehoe announced the appointments as part of further synergies following the acquisition of the brands earlier this year by global online classifieds specialist Adevinta.

Manisha Seewal joined as chief marketing officer (CMO) in October, Daniel Evans joined as chief product officer (CPO) in August and Shannon Fitzpatrick has been appointed director of commercial partnerships (DCP).

Mr 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,” he said.

“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.”

The refreshed leadership team will guide 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 Australian automotive market through CarsGuide and Autotrader.

Under parent company Adevinta, the new business direction will realise synergies across Gumtree, CarsGuide and Autotrader 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,” said Mr Kehoe.

“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.”

In a statement, Adevinta said: “The appointments will also help to drive the business’ vision and strategy for 2022, spearheaded by Mr 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,” Mr Kehoe said.

“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.”

Adevinta operates digital marketplaces in 16 countries and provides technology-based services to connect buyers with sellers and to facilitate transactions, from job offers to real estate, cars, consumer goods and more.

It’s portfolio has more than 40 digital brands, covering one billion people and attracting approximately three billion average monthly visits. The company, which employs more than 7000 people, was publicly listed in Oslo, Norway in 2019.

By Neil Dowling