Director - Marketing, Public Relations and Communications

• Jun 2017 - Present

Reputation Edge is an independent corporate communications, marketing and investor relations consulting firm committed to improving the ways companies reach audiences while enhancing and protecting their most valuable asset - their reputation. We are acknowledged experts in corporate reputation management. We provide practical advice and hands-on support based on many years of experience helping large and small companies. manage their reputations and build their brands. Our expertise and capabilities includes investor relations, corporate communications, crisis and issues management, media management, government relations, content creation, project management, communications strategy, digital & social media and marketing communications. Our expertise and experience spans the public and private sectors and diverse industries including sport, energy and utilities, mining & resources, manufacturing, banking and financial services, infrastructure and construction, telecommunications, Not-for-Profit, information technology, FMCG, transport and logistics; and property. www.reputationedge.com.au See below for some of my latest work. Show less

Chair - Olympic Advisory Committee NSW

• May 2022 - Present

General Manager Marketing and Communications

• Nov 2016 - Jun 2017

Ruralco (ASX:RHL) is a leading Australian owned agribusiness with a diverse network of specialist businesses catering to the broad needs of rural producers across rural Australia. Ruralco provide expertise across rural merchandise, wool, livestock, fertiliser, grain, seed, stock feed, insurance, real estate, water management and finance. - Produced the 2016 Annual Report, a challenging project that required restructuring of the investor value proposition for the organisation. - Development of marketing strategy across five key business activities; rural supplies, financial services, water, agency and live export. - Delivery of a $65 Million capital raise that contained both a retail and institutional component. The institutional offer was three times over subscribed as a result of the campaign that was executed. - Organised and delivered the Institutional investor operational site tour for the organisation in the lead up to the capital raise that resulted in 21% increase in market capitalisation of the organisation. - Organised and delivered the Annual General Meeting with shareholders. Show less

Marketing Manager

• Oct 2015 - Oct 2016

The AICD is a membership organisation with over 37,000 members both locally and internationally. The organisation operates a subscrition sales model that is designed to engage members in career long learning. Key Responsibilies and Achievements - Responsible for the implementation of content marketing strategy for the organisation. - Digital lead generation and acquisition activities - Marketing automation strategy development for lead nurture and member engagement - Increased in lead generation from approximately 5,500 to 10,000 leads annually - Responible for media budget and strategy - Develop sponsored content marketing strategy - Manage marketing strategy development for B2B and B2C organisational market offer - Manage agency relationships for media and marketing - Build and manage product marketing campaigns and strategies - Build brand development strategies Show less

Marketing & Channel Development Manager

• Nov 2014 - Sep 2015

Jemena owns and operates a diverse portfolio of energy transportation assets across the east coast of Australia. The organisation owns utility infrastructure to the value of $9 billion. Key Responsibilies and Achievements - Delivered a $6.3M marketing campaign for Natural Gas in NSW from idea creation to in-market in 4 months which resulted in a 6.4% increase in existing home gas connections and the reversal of a 5-year decline in connection rates. Key channels for the campaign included, TVC, out of home, x-track, digital commuincations, magazines, social blogging, direct mail, eDM, digital display, SEM, Shazam, home maker panels etc. - Implemented the business-to-business Alliance Partner program which delivered a point of sale and trade incentive program to drive demand for gas appliances in retail gas shops around NSW. - Completely repositioned the Natural Gas brand to address issues of sustainability and imminent increases in the wholesale price of gas. Transitioned from “Natural Gas, The Natural Choice” to “Natural Gas, Turn it on”. -- Built the new www.gonaturalgas.com.au website and digital strategy which doubled online traffic through using effective digital display advertising, eDM’s, social blogging and social media channels. - Launched an innovative internal ‘family and friends’ marketing program for Jemena employees to align internal awareness and understanding of market offers with communications in the external market. - Increased marketing incentive claims by 38% resulting in an increase in gas consumption by 3,200 Gigajoules per annum. - Built strong business-to-business relationships with channel partners Rinnai, Rheem, Seeley and Brivis to combine advertising & provide more compelling consumer offers. Show less

Corporate Marketing & Projects Manager

• Jan 2009 - Nov 2014

Arrium is a mining and materials company that manufactures and distributes steel, exports approximately 6 million tonnes of iron ore and is a major exporter of scrap metal, with revenues in excess of AU $7B. Key Responsibilies and Achievements- Delivered the branding of a $7B ASX listed business, successfully transitioning OneSteel to Arrium Mining and Materials. This was a 5 stream program of work reporting directly to the CEO and was part of a key investor differentiation strategy involving substantial change management. The key deliverables included; the new corporate website, IP strategy, media strategy, branded asset strategy and investor launch event management. The project was delivered on time and to budget.- Engaged local and international stakeholders to execute Arrium branding and digital communications strategies with organisation wide marketing goals at both strategic and tactical levels, ensuring brand messages are reflective of corporate vision, strategy and goals. - Built digital content strategy for Moly-Cop mining consumables- Project managed the delivery of the Sustainability Reporting programme for OneSteel and the associated communications strategy. The Australian Council of Superannuation Investors (ACSI) that represent super funds managing $300B in assets wrote to the chairman of OneSteel referring to the report as “best practice” amongst the ASX200. - Delivered market research using Net Promoter Score (NPS) and brand valuation to eliminate low value brands. Consolidated the marketing budgets for Metaland, OneSteel Metaland, OneSteel Many Solutions, and OneSteel Metalcentre into a national OneSteel Metalcentre brand combining 4 budgets into one and reducing the overall cost to communicate and strengthening the communication of the business.- Formed and nurtured strong relationships with market influencers, advisors and consultants (marketing agencies, media agencies, research firms, digital agencies etc). Show less

Project Manager

• 2007 - 2009

The position of Corporate Project Manager was positioned within OneSteel’s PMO office and held responsibility for overseeing multiple projects ranging from branding through to marketing, communications, business acquisition / integrations, and efficiency planning amongst others.Key Responsibilies and Achievements- Successfully directed the production of OneSteel’s 2008 Annual Report. A particularly difficult and sensitive project, impacted by the absence of the Investor relations team due to management restructure. The report won the industry recognised, “ARA Gold Award” - Following the acquisition of Smorgon Steel, delivered project governance to Smorgon Steel’s integration streams - Commercial Stream, HR Stream & Procurement Streams. - Project managed & ran the branding stream for the integration, including branding activities for: infrastructure & personnel integration of 7000 vehicles & assets, and 3500 staff; rebranding of 93 properties across Australia and 10 sites overseas; management of an AUD$2.6mil budget and timeframes (delivered ahead of deadline and below budget). Collaborated closely with key stakeholders across recycling, reinforcing, tubular, grinding media, EAF and rail wheels businesses (Chief Executive Level) to discuss, direct and implement a range of branding projects and budgets. - Introduced standardised templates and methodologies which enhanced PMO capability strategy and delivery- Project Coordinator behind the Support Services Review, working with PwC to review all support functions in OneSteel to assess areas of in efficiency (over 28 streams) which ultimately led to +20% cost reductions Show less

Marketing / Business Development Manager

• 2004 - 2007

Initially joined the OneSteel Business at their Victorian operations before transitioning to NSW to focus on account development across the business’ sheet & coil products.Key Responsibilities and Achievements- Developed and delivered the marketing, sales and account management plan that supported leading, growing and managing of strategic clients, both established and identified as new opportunities. Delivered key accounts Brown Built, Commando Filing, Clarks, Abey Group and a number of other strategic accounts.- Created and managed sales funnel and lead generation activities across Victoria that generated $5M in additional sales revenue for OneSteel businesses.- Managed and developed accounts valued from AUD$200k to AUD$950k per contract, continuously cultivating relationships to ensure longevity and partnership, whilst successfully managing difficult negotiations and agreements which allowed price and margins to be steadily increased. Show less

Account Executive

• 2003 - 2004

GAP Communications was a leading Telstra reseller that specialised in mobile, fixed line and online solutions. The business employed in excess of 100 staff with offices in Sydney and Melbourne. Key Responsibilities and Achievements - Reported to the State Sales Manager with responsibility for developing a broad account portfolio. - Planned and created the strategy to target Telstra’s products to small to medium enterprises, providing expert technical and consultancy based solutions on a complete range of communications products, whilst focusing on achieve sales growth and service levels. - Prepared bids, presentations and communicated proposals to key decision makers. - Ranked consistently with the Top 10 Account Executives. Show less