HCM consultancy Smart WFM appoints Andrew Griffiths as director

International human capital management consultancy, Smart WFM, has appointed Andrew Griffiths to the newly created role of Director of Marketing, Branding and Messaging.

Andrew Griffiths – author of a range of bestselling business books – brings more than 25 years of business, marketing, and communications experience to the UKG services partner, having worked with a broad range of companies and political bodies worldwide including Telstra, Optus, CBS TV, HP, NYK Line, and the European Union.

His experience includes consulting on a series of workshops for the European Union to help prepare a range of businesses for the Brexit transition.

Griffiths says his experience working with Smart WFM CEO Jarrod McGrath and the company’s global expansion were key factors that attracted him to the role. “I’ve worked with Jarrod for years now helping him launch and promote his books. It was in his writing that I could see the story of how he was reshaping the human capital management industry,” said Griffiths.

“This company is building a legacy and setting the bar for how organisations can get the most out of their people while giving them the best possible experience. It’s hard to imagine anything more important than that opportunity in today’s business landscape, and McGrath and his team bring a rarely found wisdom to where organisations and people meet.”

Griffiths will work alongside McGrath and Smart WFM COO Rob Scott – who joined the consultancy in 2021 – To drive its global marketing, messaging, and branding strategies as it becomes a more mature global business and sets the scene to one day list as a publicly traded company.

The new role follows accelerated growth of Smart WFM’s client base, revenue, and team. Last year the firm struck a UKG services deal with aged care organisation Montefiore, and set up subsidiaries in India and the United States.

The consulting firm is targeting the increased demand for HCM services, with the market tipped to reach circa A$44 billion by 2030. McGrath says that figure is just the beginning of the opportunity, and Griffiths’ appointment is key to ensuring the consultancy can continue to scale sustainably and position as a truly global enterprise.

“We operate in the HCM services market, which we estimate will be about three times the value of the HCM market itself,” said McGrath. “While that’s a huge opportunity, it doesn’t even recognise that this is an industry connected to every paycheque across the globe, and it is dramatically underserved.

“The people-first approach we’ve taken – where we consider productivity, and balancing knowledge workers and operational workers – is clearly working. Andrew understands the journey we’re on but also brings an outsider’s perspective to it, and his expertise will be invaluable on us maximising our growth potential.”

Meanwhile, Griffiths has also been appointed as the consultancy’s inaugural appointment to its new Advisory Board. In the coming months, other members will be appointed to the board, focusing on areas including diversity, equity inclusion and belonging, environmental sustainability, philanthropy, and growth.