There are two methods of measuring hot startups: venture capital investment and where it lures executive talent. On the former, Hailo, which arranges taxi rides via an Uber-like app, recently received $30 million from Virgin CEO Richard Branson.
And for the latter, the company has just named former Microsoft executive Gary Bramall as its new global chief marketing officer. Bramall's initial priorities will be to focus on innovations including Pay with Hailo, expanding the service in Asia -- specifically Singapore -- and launching a public API that allows third-party developers access to the Hailo network of drivers. Bramall will head up the global team of marketers based in Europe, Asia and North America.
Agencies are also in play. Hailo currently works with a variety of agencies across the entire marketing spectrum. This summer, for instance, the company launched a North American effort with the Night Agency. Bramall will be meeting agency executives over the coming weeks to meet the team, assess work and review.
Bramall previously held the position of senior global brand experience director at Microsoft, where he was responsible for brand strategy, creative direction and execution, brand management and social good across all Microsoft Consumer Apps. Prior to Microsoft’s acquisition of Skype, Bramall headed up their Brand and Creative Services. In addition, he has held senior global marketing roles at both Apple and Orange, the telecommunication company.
“I believe that there are endless possibilities when people, brands and technology come together, and Hailo embodies that ethos," says Bramall in a statement. "With many exciting developments such as the recent launch of Pay with Hailo, [and] a Singapore [joint venture]. Hailo continues to bring its consumers and drivers closer together by providing access to new demographics and markets. I’m absolutely delighted to be joining Hailo and helping to tell their world class story to consumers all over the globe.”
Bramall will be based in London and report to CEO Tom Barr. Former CMO Carl Mesner Lyons left the position this summer to focus his attention on advising early-stage business startups.
In North America, Hailo is currently available in Atlanta, Boston, Chicago, Montreal, New York, Toronto and the Washington, D.C., metro area and 13+ cities internationally.