The Big Ask — Getting to know Omnitude’s Marketing Director, Lianne Byrne
As a Marketing Director, there’s never a shortage of work to be done. Lianne Byrne is responsible for translating the tenets of the Omnitude brand into content, driving our marketing strategy and execution, from brand definition, to messaging, to acquisition channels and building out a team - that is no small job! So who is the woman behind the strategy?
- Where do you live, work and play?
I’m extremely fortunate to live in sunny Cape Town, South Africa, and run the Omnitude South Africa office. As I’m quite heavily pregnant, there is not much energy for play but I love spending time with my family (2 kids — soon to be 3! — and my fiance) and friends at home, on the beach, in the forest or up to a few months ago, at trance parties.
2. Describe your role in Omnitude?
I head up marketing where my role is both strategic and executional, working closely my team to align their activities around the marketing strategy. I report into Jon Harris, Chief Branding Officer for Omnitude, executing on his vision for the brand across content, community, social media and PR for our crypto community as well as our enterprise clients.
3. What do you love about your job?
No day is the same. It’s a fast-moving industry, always something new to learn and the team I work with is dynamic, interesting, intelligent and always pushing boundaries.
4. How long have you worked in the ‘tech’ industry?
I have been in marketing and tech for about twenty years now, working across various industries and verticals (financial services, retail, entertainment, small business and venture capital). I consider myself an early adopter and I’m fascinated with technology and how it’s evolving.
5. What are your favourite things?
Bubbles (when I’m not pregnant!), sushi, condensed milk, technology, music and chocolate. My family would probably say my iPhone….
6. Why does blockchain technology excite you?
Philosophically, I am excited about how the world is changing with the introduction of cryptocurrency and blockchain technology. What excites me is the potential of blockchain technology to be used for good — from monitoring aid in war-torn or hurricane-ravaged regions to holding governments accountable for their actions, to driving and legitimising voting and democracy.
The multitude of use cases is thrilling to see as well as how this technology is changing people’s behaviour. There has never been so much access to information, yet at the same time, we have the potential for users to control their own data and turn current marketing and brand relationships on their heads. That’s what we’re working towards at Omnitude — a revolution in transparency and trust.
7. What are your biggest hopes and fears regarding the future of blockchain technology?
I know that some Enterprises are paying attention to the technology but I think brands need to look at reassessing their own brand values in concert with the technology. This means that if transparency is a key brand value, then choose a technology like Blockchain to reinforce that.
8. Have you invested in ICOs?
Yes, a few.
9. What’s your claim to fame?
I’m pretty low key but have an interesting and diverse CV — Always in marketing and tech, I’ve worked across various industries and verticals. I’ve headed up social media for Africa’s biggest retailer and worked for Vinny Lingham through his venture capital firm, Newtown Partners as well as the Bitcoin Foundation project. I’ve also worked for the National Trust as well as the NSPCC in the UK — two incredible charities where I was heavily involved in their digital transformation programmes. My claim to fame though I suppose would be that I created the first ever content portal and digital community in South Africa for endurance athletes called World of Endurance. It coincided with a TV series and included content that was filmed and written about by experts in their sports. This was 2001, WAY before social media and niche content and community portals were even a real thing.
I also sang on Idols.
10. What does the success of Omnitude look like to you?
We have such an incredible team of real-world business experts that have great and diverse experience. Collectively we have over 100 years of supply chain, retail, marketing, brand, tech and e-commerce experience and we’re deeply entrenched in the crypto and blockchain space.
Success for me is when we’re top of mind in our customers' heads because of how novel our approach is to this space. We’re recognised for being an incredible brand that adds real value to our customers and we’re known for how different we are to the IBM’s, Oracle’s and Accenture’s of the world.
