Experience

Good Shepherd Australia New Zealand

• Australia
• Non-profit Organization Management
• 200 - 300 Employee

• Head of Marketing, Communications and Media

  • Jul 2022 - Present

  Working with the fabulous Stakeholder Engagement & Partnerships team to increase awareness and understanding Good Shepherd’s research, advocacy and programs, to enable all women, girls and their families to be safe, well, strong and connected. I lead a team of 5 in delivering marketing and communications for the organisation as a whole, as well as key national and place-based programs. Working with the fabulous Stakeholder Engagement & Partnerships team to increase awareness and understanding Good Shepherd’s research, advocacy and programs, to enable all women, girls and their families to be safe, well, strong and connected. I lead a team of 5 in delivering marketing and communications for the organisation as a whole, as well as key national and place-based programs.



ACW - Commercial Cleaning, Maintenance, Energy Management, Renovations, Licensed Trades

• Australia
• Facilities Services
• 1 - 100 Employee

• National Manager - ACW Care

  • Feb 2021 - Jul 2022

  I led the sales, marketing and operations teams that deliver person-centred care via cleaning and laundry services across metro and regional Australia. enabling best practice care for people experiencing vulnerability.- Redefined our approach to infection control and compliance, working closely with our clients’ IPC, OH&S and clinical care teams. - Throughout the challenging COVID period, we’ve achieved outstanding KPIs in customer satisfaction, brand reputation, operational excellence, revenue and profitability.- Member of the Exec Leadership Team, reporting to the General Manager Show less

• Head of Marketing and Innovation

  • Aug 2020 - Feb 2021

  Key Accountabilities- Accelerate business growth through a-t-l, digital marketing, PR and networking- Drive innovation including service offering, communication strategy & implementation, sponsorships and partnerships- Improve marketing ROI by understanding the customer journey and using marketing automation/ CRM to improve engagement and retention- Translate market trends and ‘voice of the customer’ research into relevant communications and operational improvements- Facilitate stakeholder workshops to develop Mission & Vision as well as Customer Value Propositions for each DivisionScope:- Manage marketing and lead generation specialists as well as external agencies- Develop go-to-market strategies for new products and services including developing marketing collateral- Develop proposal and pricing templates and assist with tender submissions- Conduct research as required to develop / refine strategies, implementation and innovation- Member of the Exec Leadership Team, reporting to the General Manager Show less

• National Sales and Marketing Manager

  • Feb 2018 - Aug 2020

  ACW is one of Australia's leading facilities management companies, offering commercial cleaning, executive housekeeping, consumables and chemicals, property maintenance and solar.I managed a national team of 8 across sales and marketing, aiming for 'E4':- Excellence (Do better today than yesterday; there's always a better 'best')- Evidence (Ask how & why; measure to make better)- Experimentation (Try new ways of working; ask why not; fail quickly & learn from it)- Everyone (Great ideas can come from anywhere; work so everyone wins)We increased revenue by 25% in 2 years while improving profitability; through: introducing relevant and specific KPIs as part of a comprehensive sales and marketing strategy, improving the quality and consistency of our sales and marketing collateral, boosting the productivity of the sales team, implementing a sales CRM to track and grow our pipeline, improving the consistency of our pricing strategy, developing an effective digital presence to differentiate ACW as thought leaders and increase inbound leads. Show less



Lion

• Australia
• Food and Beverage Services
• 700 & Above Employee

• Category Insights Manager (mat leave)

  • Dec 2016 - Dec 2017

  • Lead strategic insights function for the Yoghurt and Water Ice categories; brands include Yoplait, Farmer’s Union, Dairy Farmers, Zooper Dooper and Quelch. • Develop insight-led brand and portfolio strategies, innovation and communication platforms. • Helped transform Insights function from ‘research management’ to ‘strategic partner’, supporting multiple successful NPD launches; portfolio strategy; category strategy; brand plans; repositioning; packaging redesign; communications briefs... • Synthesised insights from Aztec, Nielsen, brand tracking, bespoke studies (concept screening, LINK testing, ad tracking, and macro trends from Mintel, Euromonitor, Ipsos, TNS global, Trendwatching, Cool Hunter etc. to develop category & brand growth strategies to drive sales, share, and margin, for Lion and our retail partners Show less



General Mills

• United States
• Manufacturing
• 700 & Above Employee

• Shopper Insights Manager (mat leave)

  • Oct 2015 - Nov 2016

  Established the function from scratch within General Mills AU/NZ, developing a strategic framework for converting insights into actions, across planogram, assortment, pricing & promotion, and activation. This framework was used to support the Sales Team in achieving: national ranging for Haagen-Dazs; convincing Indies to commit to range expansion for Betty Crocker; strategic partner role in nutritious snacks (outgunning Uncle Tobys, Kellogg's and Carman's). Responsible for leveraging shopper insights to drive profitable category and brand growth across the GM portfolio. Led key initiatives including an innovative and highly cost-effective multi-stage, multi-methodology study to validate and refine category drivers, build the case for change, and support range review recommendations. Pioneered a pilot study to understand how to win the 'dinner tonight' shopping mission by bridging the consumer-shopper continuum - to leverage triggers across the path to purchase. Foundational to the role was obtaining alignment with key stakeholders across Sales, Category and Marketing, both locally and within the EU/ANZ region, delivering excellent ROI on tight research budgets. Show less



Wilmar Sugar Australia Limited

• Australia
• Food and Beverage Manufacturing
• 400 - 500 Employee

• Marketing Manager (mat leave)

  • Jun 2014 - Jun 2015

  Full P&L responsibility across the branded portfolio. In 12 months: successful launch of a 7-SKU range of local and imported sugars; reversed category and brand decline through effective through-the-line campaigns; website renovation and digital/social strategy implementation; finalised new category and brand strategies; recruited and inspired 2 new direct reports; led the Marketing planning process by identifying category and brand growth drivers / barriers, leveraging compelling consumer / shopper insights, and developing through-the-line marcomms activities to drive margin and share. Maternity leave contract. Show less



Hall & Partners Open Mind

• Melbourne

• Senior Research Director

  • Apr 2014 - Jun 2014

  Worked across joint qualitative and quantitative projects for both commercial and government clients. Senior researcher on “The Line” 2014, research to change the underlying attitudes that lead to violence against women and children. Our findings and recommendations helped secure Federal Government funding for a national comms campaign still running as of 2017. Worked across joint qualitative and quantitative projects for both commercial and government clients. Senior researcher on “The Line” 2014, research to change the underlying attitudes that lead to violence against women and children. Our findings and recommendations helped secure Federal Government funding for a national comms campaign still running as of 2017.



Bulla Dairy Foods

• Australia
• Dairy Product Manufacturing
• 200 - 300 Employee

• Group Marketing Manager (mat leave contract)

  • Jun 2013 - Apr 2014

  Manage a team of 5 Senior / Brand Managers. Responsible for brand planning process and comms agency management. Relaunch Bulla Masterbrand across chilled and frozen portfolios, including internal and external communications, including print, radio, digital/social, PR. As part of overall Marketing budget, managed both A&P and Consumer Insights budgets. Revamped the brand and advertising tracking programming, and optimised insight development, sensory, NPD and comms evaluation research. Oversaw the highly successful launch of Cadbury Marvellous Creations ice cream, Bulla Lamington and 100s & 1000s stick lines, and the introduction of the new Masterbrand identity across all packaging and communications channels. Show less



The Bridge Consulting Group

• Melbourne

• Director, Planning and Insight; Group Account Director, NAB

  • Jan 2011 - May 2013

  Lead strategy and research initiatives for brands such as NAB, Holden, Bulla, Devondale, and Mars Specialist Petcare (Advance and Nutro). Projects include cross-category portfolio architecture, brand positioning, brand/ad evaluation and tracking research; npd innovation ideation and concept screeners; brand elasticity and 'blue ocean' concept development. Develop and facilitate stakeholder workshops to upskill both client and agency team members including: setting marketing objectives, developing marketing / activation plans and brand/comms strategies, writing creative and research briefs, evaluating creative work, and account management. Group Account Director, NAB, where I helped bring the 2013 Small Business campaign to life. Show less



RMIT University

• Australia
• Higher Education
• 700 & Above Employee

• Sessional Lecturer

  • Mar 2002 - Dec 2011

  Lecturer in Advertising Campaigns and Strategy Planning in the BA/Advertising course (one day a week). Designed the curriculum, content, assignments and assessments for both subjects. Planned and delivered lectures to 60-100 1st, 2nd and 3rd year students; ran all related tutorials (including one-to-one mentoring). Student population included about 1/3 international students each year from SE Asia and Europe, which required a focus on cross-cultural 'translation' of marketing principles, creative ideation and working practices. Show less



Hall & Partners Open Mind

• Melbourne, Australia

• Senior Qualitative Research Director

  • Nov 2008 - Dec 2010

  Lead research projects, including proposal writing, developing methodology and discussion guides, conducting fieldwork, reporting, presenting findings and implications. Focus on market segmentation, comms effectiveness/brand positioning/CVP. Clients included BP, ANZ, GIO, Suncorp, Mars, Pacific Brands, Australia Post, the ACCC; State and Federal Government departments (Dept of Climate Change, The Treasury, Dept of Human Services (Centrelink, CSA), FAHCSIA, Dept of Planning and Community Development VIC). A number of these projects integrated both qualitative and quantitative methodologies. Show less



Gemba

• Australia
• Advertising Services
• 1 - 100 Employee

• Senior Strategy Planner

  • Jun 2007 - Nov 2008

  Brand and communications strategy projects for Lexus, Coke, Golf Australia, Collingwood Football Club, North Melbourne Football Club, adidas; managed reporting for adidas Asia Pacific Region Marketing KPI reports, Sports Marketing KPI reports, and brand tracking. Brand and communications strategy projects for Lexus, Coke, Golf Australia, Collingwood Football Club, North Melbourne Football Club, adidas; managed reporting for adidas Asia Pacific Region Marketing KPI reports, Sports Marketing KPI reports, and brand tracking.



J. Walter Thompson Worldwide

• United States
• Advertising Services
• 700 & Above Employee

• Planning Director, Food & Beverage Category

  • Jun 2006 - Nov 2007

  Planner on Kraft and Nestle/Peters. Developed communications and positioning strategies for brands including Kraft Singles, Philadelphia, Cheese Spread, Peanut Butter, Dressings; Peters Original and Drumstick. Co-developed (with Mindshare) new approach to FMCG Masterbrand media planning, The Power of 3. Conducted positioning and ideation workshops, and qualitative research to underpin portfolio architecture. Planner on Kraft and Nestle/Peters. Developed communications and positioning strategies for brands including Kraft Singles, Philadelphia, Cheese Spread, Peanut Butter, Dressings; Peters Original and Drumstick. Co-developed (with Mindshare) new approach to FMCG Masterbrand media planning, The Power of 3. Conducted positioning and ideation workshops, and qualitative research to underpin portfolio architecture.



J. Walter Thompson Worldwide

• United States
• Advertising Services
• 700 & Above Employee

• Strategy Planner, Account Director

  • Jan 1994 - Jan 2001

  JWT Worked in Chicago, London, Frankfurt and Melbourne, across a variety of categories. Brands included Kraft, Kellogg's, Blockbuster Video, Coles, the Herald Sun, Monroe, Walker, and HP. Enabled an award-winning automotive ad to see the light of day. As Melbourne's Knowledge Manager, helped champion the design and implementation of the regional KM database. JWT Worked in Chicago, London, Frankfurt and Melbourne, across a variety of categories. Brands included Kraft, Kellogg's, Blockbuster Video, Coles, the Herald Sun, Monroe, Walker, and HP. Enabled an award-winning automotive ad to see the light of day. As Melbourne's Knowledge Manager, helped champion the design and implementation of the regional KM database.