Marketing Segment Advisor

• May 2022 - Present

Marketing Consultant

• Jan 2022 - May 2022

During a transitional period for the Leisure team at RACV, I was contracted to roll out a new brand platform and look after a portfolio of market segment accounts including a private club with peripheral hospitality outlets and facilities, resorts, conferences and weddings. This involved collaborating with a multitude of stakeholders to create channel plans across owned social media, direct mail, outlet signage, printed collateral, PR including editorial and native advertorial, and above the line paid media. During this time, overall Club Membership grew by 10%, revenue incrementally increased by 12.5% and engagement from Membership segments increased by 864% YOY. I also briefed and managed two photoshoots and delivered a suite of new brand assets for three outlet accounts within the portfolio. I’m proud of the excellent working relationships I forged with outlet managers and other stakeholders while at RACV and the long-lasting friendships I take away with me. Key accountabilities: • End to end campaign and platform management including design briefings, management of brand photoshoots, overseeing customer comms and reporting on performance. • Managed the work slate of a marketing coordinator, social media producer and designer. • Nurtured relationships and engaged stakeholders on a variety of fronts. This included collaboration with outlet managers and events team on promotional strategy and content, with channel managers on creative content and website uplift, brand managers and Royal Auto content team to develop and publish campaign materials and refreshed assets. Show less

Marketing Advisor

• Aug 2021 - Jan 2022

Engaged on a short-term contract to project manage the launch of a new MCEC-branded Virtual and Hybrid event platform. I managed a stakeholder group of more than twenty personnel from across the business to deliver a fully integrated launch event to showcase the new product. Pulling together folks across business units that had never worked together before, to design and deliver a platform that now provides event solutions to all matter of corporate business categories and future proofs MCEC. I secured three marketing industry leaders and procured high profile keynote speakers to successfully deliver campaign messaging that acclaimed positive industry feedback. These efforts resulted in $3.4M in pipeline revenue, 46 new customer inquiries and an ROI of 36:1. My contract was extended to assist the team in delivering MCEC’s first ever public event joint venture partnerships with TEG Live and Life Like Touring, including Space Jam and Brickman’s Lego Jurassic World. Key responsibilities: • Advised on customer experience panel, gathered market trends and customer insights to build a communications strategy for key customer segments. • Developed and executed strategic integrated campaign plan, end to end using agile critical path methodology, to meet commercial objectives to establish awareness of MCEC’s new digital event product, increase consideration. • Managed content delivery for customer facing materials across multiple channels including direct mail, programmatic video, social media, OOH, print and website uplift. Show less

Marketing Manager, Harry Potter And The Cursed Child

• Oct 2020 - Jul 2021

Enduring several state government mandated shutdowns due to COVID-19, I ran the day to day marketing function of the live theatre event, Harry Potter and the Cursed Child at the Princess Theatre Melbourne. I oversaw a small communications team and the media agency to deliver integrated, full funnel, multichannel campaigns. KEY RESPONSIBILITIES  Managed media agency and small communications team to plan and execute effective full-funnel campaign activity in an everchanging and fast paced media environment.  Partnership marketing including promotions to increase reach, drive lead generation and increased customer acquisition.  Event management, brand exhibition activations and installations to increase brand awareness across the national marketplace.  Manage social media, PR and content teams to achieve maximum integration across all channels.  Campaign planning and management, including crisis communications and budget management. KEY ACHIEVEMENTS  Designed a CovidSafe communications strategy across all touchpoints including email, website, venue signage and social media community management to take customers on a comfortable and smooth journey back to the theatre.  Sourced commercial partnerships that extended the brand reach through large customer databases and reversed each dip in sales (caused by covid market conditions) with +32% incremental sales stimulation.  Developed a partner toolkit and integration deck, which allowed commercial partners to freely utilise brand artwork, thus led to increased brand exposure via promotions across 3rd party channels.  Created an integrated marketing communications and promotions planner and calendar that kept all departments on track and led to the development of several promotional event platforms scheduled with commercial partners. Show less

Marketing Consultant

• Jan 2020 - Nov 2020

MODDi Agency is an Australian brand consulting, distribution and marketing agency with offices in Melbourne, Perth and Hong Kong. We provide advice to tech companies and brands at all stages of development, building effective brand accelerator strategies and product marketing campaigns to achieve a variety of goals and objectives for our broad range of clients. MODDi Agency is an Australian brand consulting, distribution and marketing agency with offices in Melbourne, Perth and Hong Kong. We provide advice to tech companies and brands at all stages of development, building effective brand accelerator strategies and product marketing campaigns to achieve a variety of goals and objectives for our broad range of clients.

Marketing Project Manager

• Jul 2020 - Oct 2020

Based on an original new story by J.K. Rowling, Jack Thorne and John Tiffany, Harry Potter and the Cursed Child is a new play by Jack Thorne. It is the eighth story in the Harry Potter series and the first official Harry Potter story to be presented on stage. In Australia, the production is exclusive to Melbourne. The producers of Harry Potter and the Cursed Child have a continuing commitment to the safety and peace of mind of all its audiences, cast and company, and theatre staff. In line with current government advice to prevent the spread of COVID-19, performances of Harry Potter and the Cursed Child at Melbourne’s Princess Theatre are suspended for an additional 5 weeks. Show less

Project Consultant

• Feb 2020 - Jun 2020

Working with Miles Partnership (who have experience working with over 150 Destinations around the world) to help the Australian tourism industry use tools like those included in Google's DMO Partnership Program to maximise exposure and improve the quality and quantity of available data for local and international customers searching for relevant information online. Of particular note here is our response to the significant impact caused to our beloved industry by bushfires and Corona virus. Working with Miles Partnership (who have experience working with over 150 Destinations around the world) to help the Australian tourism industry use tools like those included in Google's DMO Partnership Program to maximise exposure and improve the quality and quantity of available data for local and international customers searching for relevant information online. Of particular note here is our response to the significant impact caused to our beloved industry by bushfires and Corona virus.

Partner Marketing Campaign Manager, The Americas

• Oct 2016 - Aug 2019

Responsible for devising and implementing cooperative campaign platforms aligned to brand initiatives, integrating commercial partner accounts. KEY RESPONSIBILITIES  Responsible for devising and implementing cooperative campaign platforms aligned to brand initiatives, integrating numerous accounts including commercial airline partners, online travel agencies, wholesale companies, State and Regional Tourism Offices, media publishers and media partners. This also included managing sensitivities in conflicts of interests between commercial partners and handling data that was commercial in confidence.  Facilitated all facets of project management, end to end, for consumer campaigns in North America. This included media agency briefing through to program planning, and creative approvals through to campaign reporting.  Carried out data-driven analysis as well as implemented media optimisation strategies in order to achieve desired organisational outcomes and meet the requirements of partnership agreements.  Oversaw and facilitated the development, engagement and integration of cooperative market activity.  Digital user experience mapping and optimisations. KEY ACHIEVEMENTS AND AWARDS  Received numerous awards, including the Destination Marketing Partner of the Year by Expedia Inc Media Solutions in 2018, for which I was the account manager, as well as the Cannes Lion Award for best brand marketing campaign.  Successfully managed the conversion component of the “Dundee The Movie” campaign, utilising the Adobe Target tech-stack, achieving a 62% increase in online bookings to Australia from the USA  Performed as the 2IC leader of the organisation-wide people and culture global initiatives roll out.  Successfully and effectively managed over 25 partner accounts including Qantas Airways, Virgin Australia, United Airlines, Expedia Inc., Travelzoo, TripAdvisor and many wholesale, retail and government entities. Show less

Marketing Executive, USA

• Jan 2014 - Oct 2016

This role involved a mix of consumer marketing and trade channel development. The role required the smooth operations of consumer campaign activity via PR and media agencies while ensuring the full integration of product supplier stakeholders. It was critical in this role to increase the share of voice of NSW across the marketplace by cooperating with commercial airlines, online travel companies, travel retailers, wholesalers and the national tourism authority to integrate the NSW message and creative assets across a wide variety of channels. KEY RESPONSIBILITIES  Managed cooperative campaigns including asset delivery, industry briefings, scheduling, ad trafficking, reporting while protecting the integrity and market presence of the Destination NSW (DNSW) brand, ensuring that the marketing activity met the ROI objectives.  Developed content and creative for brand partnerships including advertorial content, digital assets and website content including UX for sydney.com/us, qantas.com/gosydney, and tripadvisor.com/Sydney.  Ensured and upheld corporate governance requirements, such as executing marketing agreements, media plan checklists, procurement and contract registration.  Carried out all duties related to business planning, event management, budget management and CRM management.  Conducted and engaged in trade distribution development, account management and industry training and Conference Event presentations. KEY ACHIEVEMENTS  Sourced and executed successful media partnerships with new and unique publishers that resulted in successful commercial ROI. Media outlets and publisher collaborations included Time Inc, USA today, KRON SFO, Afar.com, Pac-12 Network, NBC, Destination THINK!, WSJ, Surfline.com, Afar, Travel and Leisure, and Conde Nast Traveller.  Effectively integrated trade engagements in support of consumer marketing efforts by devising distribution strategies and implementing and leading product sales missions of 15+ people. Show less

Corporate Services Coordinator | Finance Officer, Americas

• Nov 2012 - Jan 2014

Accountable for the responsibilities of Office Manager involving financial management, supplier management, staff administrative support and corporate governance oversight. But it was the task of collating news stories, content and brand activity updates from State Tourism Offices in order to edit and distribute the industry newsletter that led to my well-developed network connections and introduced me to tourism marketing. This role also required me to maintain the organisation CRM, plan and organised meetings and events, such as brand launch functions and industry updates. I coordinated travel arrangements of C-Suite Executives visiting the market from head office. This role also required a great deal of compliance with both US and Australian procedural and reporting standards. KEY RESPONSIBILITIES AS CORPORATE SERVICES COORDINATOR | FINANCE OFFICER - Accountable for the responsibilities of Office Manager involving financial management, supplier management, staff administrative support and corporate governance oversight - Developed and edited the ‘OzFiles’ market trade communications and managed the related distribution - Planned and organised meetings and events, such as brand launch functions and industry updates - Looked after the travel arrangements of 12 regional staff and visiting head office delegates - Ensured compliance with both US and Australian standards KEY ACHIEVEMENTS - Completed a comprehensive cost-efficiency analysis, and implemented appropriate changes impacting the business unit overheads, amounting to a savings in excess of USD$30,000 annually when compared with prior financial years - Assisted the CSM in minimising operational risks, thus protecting the company hub within the region - Improved audit trails to meet official accounting practice standards Show less

Business Operations Manager

• 2010 - 2012

One of the world’s most sought-after vocal studios for professional vocal artists, the studio is responsible for the vocal health of some of the world’s highest profile artists, as well as the cast of ABC’s NASHVILLE, the cast of ABC’s GLEE, The Voice, American Idol and X Factor USA. My role in the company was that of an ‘all rounder’, as I was present at the very early stages of a now-revered industry entity. I aided in the building of healthy business foundations, generating strong working relationships, strategic direction, and comprehensive organisational goals and objectives. KEY RESPONSIBILITIES - Responsible for the management of staff and client relationships, including liaising between Hollywood producers, talent managers and the CEO of VMV Studios, to ensure smooth operations encompassing scheduling, logistics, travel arrangements, contractual conditions, and billing - Provided business development support in the earlier stages of organisational growth as an industry all rounder - Fulfilled all digital content production for blogs, social accounts and the company website KEY ACHIEVEMENTS - Created and implemented comprehensive operational systems for efficient business functions within a fast-paced and unrelenting industry in order to maintain presence, relevance, and promote business growth - Assisted with the negotiations and logistics relating to the contractual and operational requirements of ‘Nashville’ cast vocal coaching for ABC Television, USA - Enhanced the ‘Associate Program’ for the studio, further optimising profit and fortifying its presence as a reputable vocal studio and agency - Played a vital role in the expansion of office space and leasehold agreements in order to accommodate rapid business growth Show less

Executive Assistant to CEO / Office Manager and Sourcing Coordinator

• 2008 - 2009

This role introduced me to product and promotional marketing and allowed my natural stakeholder management skills to flourish. I not only met my administrative expectations here, which required me to be accountable for all office management tasks, but I exceeded expectations by developing new business. Through proactive outreach and nurturing corporate relationships I was able to identify gaps in promotional strategy for these companies and found creative ways to propose services provided by Design Importance which increased orders and revenue. Key Responsibilities: - Fulfilled office management responsibilities, as well as encouraged and engaged in new business development and supplier contract negotiations - Sourced marketing and promotional products and materials from suppliers, and negotiated costs in the company’s favour - Supported the CEO as an executive assistant, which included scheduling and managing customer and supplier orders - Created custom marketing products and strategies to meet the varied budgets and objectives of clientele KEY ACHIEVEMENTS Offered and implemented valuable business development strategies in order to fortify sustainable outcomes for the company in its early stages of establishment Show less

Actor

• 2003 - 2009

Actor - across television, commercial advertising and live theatre in Australia and the US. Actor - across television, commercial advertising and live theatre in Australia and the US.

Sales Marketing Executive

• 2006 - 2008

Sales Supervisor | Remote Office Manager – Entertainment Ticketing, Marketing and Events Sales Supervisor | Remote Office Manager – Entertainment Ticketing, Marketing and Events