From Data to Bold Ideas: Building a Consistent Brand in a Fragmented Talent Market
- Haley Doel
- Sep 29
- 2 min read
Marketing in today’s fragmented landscape means navigating shifting channels, diverse audiences, and constant noise. For Rachael Townsley, APAC Marketing Director at Indeed, the key lies in building a brand that shows up with clarity and consistency, no matter the market. With over 16 years of global experience, Rachael shares how Indeed approaches marketing at scale, by blending rich data, with creative storytelling and a grounded, human touch that resonates across regions.
Watch the full podcast episode here (or on popular podcast channels).
The Marketing Connector Role
Rachael sees marketing as being a connector, a function that bridges global vision with local execution. In her role at Indeed, she works to align teams across regions, ensuring strategies feel both consistent and culturally relevant. By engaging closely with enterprise employers, she focuses on building programs that not only scale but also resonate authentically in each market.
Balancing Global Consistency with Local Distinctiveness
Rachael emphasises the importance of maintaining global brand consistency while developing a distinctive APAC voice. She shares how Indeed collaborates with local agencies to create a brand proposition that feels authentically Australian, complementing their global positioning.
Leveraging Data for Bold Ideas
Data is at the core of Indeed's marketing strategy. Rachael discusses how AI and insights from research help shape creative campaigns that resonate with local audiences. The goal is to blend data-driven insights with human creativity to craft compelling stories.
The Human Element in a Digital World
Despite the rise of AI and automation, Rachael stresses the importance of keeping the human element central to Indeed's mission. The focus remains on enhancing human connections rather than replacing them, ensuring the brand feels trusted and relatable.
A Vision for the Future of Talent Engagement
Rachael shares her bold idea of a virtual career fair, accessible to all, blending technology with human interaction. This vision aims to make job seeking and hiring more engaging and inclusive, particularly for younger demographics.
Rachael Townsley's insights offer a roadmap for navigating the complexities of the APAC talent market. By balancing global strategies with local nuances and leveraging data for creative storytelling, Indeed continues to connect job seekers with life-changing opportunities.
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About Stratcora
Stratcora partners with B2B companies to develop practical, results-focused marketing strategies that support complex sales cycles, ambitious growth plans, and the realities of today’s resource-constrained teams. We help our clients by leveraging the right mix of human expertise and digital tools to execute bold marketing programs that produce real results.
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