Ask Aris Kinnas what he loves about his job and his answer is simple: building awesome customer experiences. As Director of Digital at Foxtel, Australia’s leading subscription television company, that means creating experiences that customers find fun, snappy, and made just for them.
“During the COVID lockdowns, we saw the importance of helping customers find content that they love – something that will keep them entertained or teach them something new when they’re stuck at home,” says Kinnas. “The lockdowns showed how making a digital experience fun and easy could impact peoples’ lives.”
Kinnas wasn’t always in the media and entertainment business. For years he worked in the finance sector, using his background in economics, law, and finance to help build experiences that speak to individuals about loans, savings accounts, and mortgages. “Many bank products are fairly similar across the industry, but at the same time, money is a sensitive topic,” says Kinnas. “Marketing was always a careful balance of how we differentiated our products.”
When it comes to media and entertainment, the marketing focuses more on speaking directly to the customers and their preferences. “There’s so many different options today: free, premium, streaming, on-demand,” says Kinnas. “It’s easy for customers to get overwhelmed by choices. The challenge for us becomes how do we figure out what specific content customers want to see, and how do we help them find it quickly?”