Gumtree Australia has appointed three executives to work across the company’s three brands — Gumtree, CarsGuide and AutoTrader — in a bid to strengthen its strategic direction in the Australian market.

Manisha Seewal, CMO at Gumtree Australia

Manisha Seewal joins Gumtree as its chief marketing officer, Daniel Evans as chief product officer, and Shannon Fitzpatrick as director of commercial partnerships.

Seewal was previously the group chief marketing officer at Singapore-based used-car startup Carro, Daniel Evans was the chief product officer at Adevinta-owned Shpock, and Shannon Fitzpatrick was the director of programmatic and ad tech at property site Domain.

Gumtree said that as a result of its acquisition by marketplaces specialist Adevinta, the company is embarking on a new business direction that will “see synergies across Gumtree, CarsGuide and AutoTrader realized through an ecosystem approach.”

“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,” it said in a statement.

Gumtree Australia MD Mark Kehoe said the three executives are key to the company’s transformation into a single, integrated business.

“As we look to the future, we need the best in the industry to help drive our strategy and realize the potential of our integrated business,” he said.

“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.”

Gumtree is the market-leading horizontal in Australia, with no clear No. 2. Strong in the used-cars segment, it has pursued a verticalization strategy to challenge the market-leading automotive vertical Carsales. Under EBay’s ownership, Gumtree acquired the AutoTrader and CarsGuide businesses from the U.S.-based Cox Automotive. Together, the three brands occupy the No. 2 position in automotive.

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