1300 Home Loans has enlisted the expertise of a new head of digital strategy, who will be responsible for online marketing when the group's advertising hits the airwaves next year.
The new consultant, Adir Shiffman, was responsible for founding home loan lead provider HelpMeChoose.com.au and is the executive chairman of marketing business Alia Group.
1300 Home Loans managing director John Kolenda said Shiffman's background in developing a national brand was a good fit for the group's multi-layered marketing model.
The role will involve primarily online marketing, but will add print, radio and TV into the mix. Shiffman will be leveraging the resources of Alia Group to spearhead the online push.
The online component will form a key part of a multi-million dollar national marketing campaign to be launched in January 2012, which Kolenda said would rival the ad-spend of the largest brokers.