Mr. Rick Whaite | Director - Global Brand and Marketing
M2Cash

With over 20 years experience, Richard Whaite is a seasoned marketer with a diverse range of knowledge and skills. Richard’s career encapsulates a breadth of experience including executive management roles within the advertising industry, and client‐based senior marketing roles, as well as the entrepreneurial drive of creating a number of successful start‐up businesses. Richard has worked for some of the world’s most respected advertising agency networks on global brands including: McDonalds, IBM, Hyundai, News, American Express, Cartoon Network, KFC, Pepsi, Optus, Suzuki, Big W, Oregon Scientific, and MasterCard. Richard led the MasterCard “Priceless” campaign in 14 countries throughout the Asia‐Pacific for McCann World group. Additionally, in a 10‐year relationship, spanning both ad agency roles and client side as Marketing Director, Richard was pivotal in the transformation of the “giant killing” Hyundai brand from that of a “cheap and cheerful” challenger brand to a respected mainstream brand of choice; now the fifth highest selling automotive marque in Australia and the fastest growing automotive brand in the world. As part of leading his own agency, Richard’s experience includes a number of “first‐to‐market” achievements, including the launch of Australia’s first pre‐paid mobile recharge product – Charge ‘n Go – as well as Australia’s first mobile email device – PocketMail – the project where Richard and Bill Field first collaborated. As co‐founder of Boost Mobile, Richard created the first dedicated youth pre‐paid mobile phone brand in Australia. Boost Mobile transformed the landscape in the pre‐paid market with an entirely new product, pricing and distribution strategy that made it Australia’s pre‐paid brand of choice for youth. Boost is now a global mobile brand. Most recently, Richard was the GM of Customer Experience for Sydney’s Star City Casino – a billion dollar turnover business, which is Sydney’s fifth most visited tourist destination. During his tenure, he arrested a 5‐year market share decline, delivering growth, coupled with the reinvigoration of the brand and the property through a $800 million capital expansion programme. Rick is a founding partner and Director of M2CASH.