As eBay transforms from a broad marketplace to a focused platform with category depth in areas like pre-loved fashion and cars, its marketing strategy is evolving just as rapidly. In this session, hear from the Head of Marketing at eBay Australia about how this transformation is reshaping brand strategy, team structure, and agency collaboration. Discover how eBay’s shift to a squad-based marketing model is empowering teams with deep category knowledge, enabling them to connect more meaningfully with both buyers and sellers—two distinct yet interconnected customer groups. From customer research and segmentation to educating agencies on niche topics and keeping them aligned and motivated, this session explores the real-world mechanics of marketing in a marketplace that’s redefining itself around passion-led verticals.

Immersing in community culture, shaping a brand voice that naturally participates in conversation and striking the right balance of engagement with communities is a challenging task that requires a keen awareness of your purpose and positioning as a brand. Join and listen to experts from diverse organisations as they explore:

-         Building trust by showing up consistently and authentically within communities

-         Navigating conversations by listening first and joining in with genuine intent

-         Defining clear boundaries for engagement that align with your brand’s tone and values