Thursday, 07 July 2016 13:54

The Wright choice for Search Optic APAC

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US-based digital marketing agency Search Optics has announced that Tom Wright will head its APAC operations as managing director, working from its Sydney Office.

Search Optics  has a strong track record in the US, UK, Canada and South America, helping OEMs and car dealers with digital marketing strategies and technology to help them generate higher quality leads and improve sales. Overseas clients include General Motors, Toyota, Fiat Chrysler, and Volkswagen. 

Wright will be working closely with Australian OEMs and local dealer groups to help them adopt more effective digital marketing strategies to attract higher quality leads and improve sales.

With many consumers now using mobile to evaluate vehicles when deciding on purchases, many dealers miss out on sales opportunities because of old-fashioned technology, with many not using mobile responsive websites.

Wright’s appointment aligns with Search Optics’ continued growth strategy and a strong focus on the automotive industry.

He joins Search Optics as a highly successful leader with extensive knowledge in the digital advertising and digital technology platforms. He has a global MBA from Manchester Business School. During a career of more than 16 years, he has created and delivered digital transformation strategies in senior leadership roles throughout EMEA and APAC, including Auto Trader, News International, Trinity Mirror, Thoughtworks and Sopra Steria.

With sales, consulting, business development and marketing experience, Wright has provided solutions to many major automotive OEMs, including Audi, BMW, Ford, Jaguar, Land Rover, Mercedes, Nissan, Rolls Royce and Volkswagen. He also has a deep understanding of the car dealership network, having sold directly and indirectly to them for more than a decade.

Wright said, “Australia is a key growth opportunity for our rapidly expanding global brand. Our international focus, combined with local talent, ensures we can deliver highly tailored solutions to clients in each of our key markets. From my early observations in Australia, as we have seen in other markets around the world, OEMs, dealer groups and owner/operator dealerships can implement digital strategies that are far more effective. For example, a mobile first approach will generate better leads and drive more sales.”

David Ponn, chief executive, Search Optics, said, “At Search Optics we understand the importance of supporting our customers based on the nuances, opportunities, and challenges within each local market. With his deep background in digital and the automotive industry, Tom’s leadership comes at a crucial time for our growth and our customers in Australia and Asia Pacific. His wealth of knowledge will be a great asset to our customers who are looking to get more from their current digital marketing efforts.”

With more than 1300 Google-certifications, the most in the industry, Search Optics won the Google Premier SMB Partner Mobile Champion Award in North America in 2015, proving its extensive expertise and capability for providing tangible results through practical tactics that bring in fresh sales leads.


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Ray Shaw

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Ray Shaw ray@im.com.au  has a passion for IT ever since building his first computer in 1980. He is a qualified journalist, hosted a consumer IT based radio program on ABC radio for 10 years, has developed world leading software for the events industry and is smart enough to no longer own a retail computer store!

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