Starting this week, McInnes is the first C-Suite appointment for OVO, which reports experiencing "exponential month-on-month growth since launching in late 2016 by offering unique mobile phone plans to under-serviced Australian consumers, matched with its own sport and entertainment broadcasting platform, OVOPlay".
Most recently marketing director at WooliesX, we're told that McInness brings "big-brand experience with a focus on ROI-driven marketing to start-up OVO, as the company continues to capitalise on the consumer-driven convergence between mobile and media".
McInnes said: "The day of the telco becoming the broadcaster has been a long time coming. OVO knows it, and is ahead of both industries in making it happen.
"This is a company that for all its success to date, is still in its early stages, with so much more creativity and creation to be undertaken to help it really take off.
"I think I've joined OVO just at the right moment, as it prepares to unleash its patented machine-learning AI video platform, and continues to escalate both its mobile business and exclusive digital sports and entertainment content partnerships. It's going to be a fast, exhilarating ride."
In addition to offering mobile and data pre-paid plans over the Optus 4G+ Network, OVO reminds us that it has "amassed more than 20,000 hours of unique content across sport and entertainment including esports, gymnastics, motorsport, sailing and Triple M and HIT radio currently available on OVOPlay".
Naturally, the company says it will "continue to build this library of content as it rolls out its AI-driven video delivery platform over the coming months".
Another of OVO's ovoidal good eggs is its forward thinking chief executive, Matt Jones, who noted: "From a standing start in late 2016, OVO has attracted more than 60,000 mobile subscribers.
"More than 1.5 million fans viewed our unique content in 2017. We've proven the model works and have established a successful business, but we're just getting started.
"I've known Nicole for many years. It was her experience inspiring consumers on behalf of digital native companies that were pioneering machine learning algorithms, that convinced me she was right for OVO.
"I've been after her to join since this business was just a concept. I have never met a marketer who matches commercial acumen and analysis with creative passion the way Nicole does, which is exactly what we were looking for in a CMO.
"That a business of OVO's size and youth can attract someone of Nicole's experience speaks volumes for the opportunities we're creating for this business.
"I've seen what Nicole's achieved for other businesses that have benefitted from her stewardship and creativity, and I'm excited to see the impact she has on OVO."
Ovo was also recently in the news for offering half-price phone plans though to the end of May for three months, which you can read about here.
So, with new marketing talent on board in an age of ever more content, of competing unlimited plans (that still have limits) and other revolutions to come, some of which may well be beyond our current imaginations, OVO's new appointment should provoke digital marketing with savvy smarts.
It may well cause a stratovolcanic eruption that will send competitors rushing for the novocaine, so keep your eyes peeled and set your phase-changing expectations to stun!