Tom Mansfield – Global Head of Marketing & Communications @ Zoomo

1. Before we dive into your role at the Zoomo, what has your career journey looked like so far?

I started my career working in marketing and publicity at Foxtel – mainly focused on bringing fast-tracked US content (HBO, Showtime, etc) to Aussie screens. 

I then moved to the US for graduate school (University of Texas at Austin – “Hook em Horns!”) and ultimately landed a job in Silicon Valley working at a tech-focused marketing agency. 

Shortly later, I was poached by Visa and worked in a number of global and regional roles over 4 years spanning across strategy, sponsorships and product marketing. 

In 2020, my partner and I relocated home to Sydney (after a few months travel) and initially worked on a consulting basis with companies like Zip Co to build growth strategies and marketing platforms. 

Eventually I was recruited back into a full time role by 2 talented and visionary founders – Michael Johnson and Mina Nada – to lead marketing at their hotshot startup, Zoomo.

2. Transitioning into work, what does the Global Head of Marketing & Communications @ Zoomo do?

What is Zoomo? 

Zoomo provides light electric vehicle and fleet management solutions to the world’s biggest and most innovative delivery brands including Uber, DoorDash, Domino’s, Pizza Hut, Gorillas, Just Eat, Getir and many more. 

We operate at the intersection of 2 mega-growth spaces: electric vehicles and on-demand delivery.

How is the marketing function structured? 

Our business is global in nature (we operate in the US, UK, France, Germany, Spain, Australia, and are adding more countries every month) so the marketing function is structured with both central and regional teams. 

We have a central marketing COE (functional specialists) as well as regional teams (program managers) working in lock-step to chase hyper-growth and drive customer delight.

What does your role entail? 

I’m responsible for:

  • Developing our global B2C and B2B marketing strategies; (we service both individual delivery riders and large enterprises) 
  • Working with our regional marketing leads to execute these strategies on the ground
  • Working with our central team to build the necessary infrastructure (martech, partners, etc) to operate at 10X-100X scale in the next few years


3. What’s an example of a campaign that you’ve worked on and what was your role in bringing it to life?

Campaign Name: Zoomo One Launch
Creative: Campaign Landing Page
PR Example: BIKEeurope Article

What was it?

We released the hi-fidelity designs for our newest e-bike model – the Zoomo One – to the public via targeted PR and a slick product landing page. 

The idea was to keep the announcement and promotions super organic (no ATL or paid campaigns) and to generate organic buzz around the industry and ultimately drive pre-sale subscriptions to a waitlist. 

The PR and marketing collateral was so effective we 4X’d our goal of waitlist submission and now have a huge base of keen customers for when we roll out to mass production in 2023.

What was your role?

My team (Holly, PR lead) and Jeremy (product marketing manager) created the materials and told the story.

My role was to keep everyone strategically aligned and swimming in the same direction (a leader is only as good as his team).

4. What do the entry level pathways for marketers in tech look like?

Internships are always a great entry point. And internships are usually sourced by building a network while in University. 

Try to get a role ‘in-house’ (inside a tech company, not an agency) as early as possible. Agencies are great training grounds for junior marketers but if I was to do it again I would try to get my foot in the door of a top tier tech company as soon as possible after graduating.

A quick hack: 

I personally used my masters degree to land a job in the US (finding jobs and visas in the US is generally quite tricky for marketers in the first few years of their career). 

If you do a masters degree over there you generally will get some flexibility to work there without sponsorship for some period after graduating. There are also a ton of financial sponsorships available for international students doing their masters – so that is something to look into.


5. What’s one thing you recommend an aspiring marketer do right now?

Do an internship. Figure out what you like and don’t like before you take your first full time role.

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