Experience

IMA

• United States
• Leasing Non-residential Real Estate
• 1 - 100 Employee

• Director (Part Owner)

  • Jun 2007 - Present

  IMA is a full service advertising and communications agency focussed on providing marketing, advertising and communications services to leading business to business and industrial companies. Working closely with our clients' we develop integrated advertising, communications and marketing programs utilising all media platforms from traditional print, radio and television through to the latest digital campaign activation techniques. We also undertake market and customer research, telemarketing and lead generation programs as well as providing strategic marketing consultancy, market plane development, review and advice to senior client management. Clients include BlueScope, Kennards Hire, Iveco Trucks, Case New Holland, Bisalloy Steels, Lysaght, Motor Trades Association NSW to name a few.



University of Wollongong - School of Business

• Australia
• Higher Education
• 1 - 100 Employee

• Member of Faculty Advisory Committee

  • Feb 2015 - Dec 2017

  The Faculty Advisory Committee is a formally constituted committee of the Faculty with particular responsibility for advising the Executive Dean on matters relating to the academic quality of the Faculty, drawing on external expertise and independent perspective. The Faculty Advisory Committee is a formally constituted committee of the Faculty with particular responsibility for advising the Executive Dean on matters relating to the academic quality of the Faculty, drawing on external expertise and independent perspective.



BlueScope Steel

• India
• Appliances, Electrical, and Electronics Manufacturing

• Corporate Brand Manager

  • Jul 2002 - May 2007

  As Corporate Brand Manager Leo lead two significant projects resulting from the demerger of Australia's largest steel company from its corporate parent - BHP Billiton. Culminating in the July 2002 demerger of BHP Steel Leo led the project to develop and launch an independent company brand identity. Subsequently Leo lead the program for the development and global launch of the company's new name - BlueScope Steel. Ratified at the 2003 AGM, the development and launch of the BlueScope Steel brand involved a company wide project with over 200 individual workstreams including legal and IP validation protocols, hard and soft asset rebranding, global IT system alignment and updating, co-ordinated brand launch activities across BlueScope global network of sites and Australian A&P activities. Over subsequent years Leo enacted a range of brand related activities, growing brand awareness and recognition from introduction to over 80% across the general Australian population. As a result of programs such as the "Tank-a-Day" program which saw water tanks being given away to primary schools across the country BlueScope's brand reputation achieved scores in the top 20 of all Australian corporate brands.



BHP Steel

• Brand and Product Portfolio Manager

  • Apr 2000 - Jun 2002

  As Brand and Product Portfolio Manager the focus was those aspects of the marketing strategy that related to the revitalisation of BHP Steel (CSA) coated product portfolio, reviewing that portfolio across all market sectors ensuring relevance to the market sector and alignment with overall company strategy. The position also had responsibility for maintaining and further developing CSA's brand positioning both domestically and as part of the global Coated Product businessResponsibilities included leading the innovation and creativity processes across CSA and generate options, rapid commercialisation of chosen initiatives.Key outcomes were:- development and introduction of trade marked colour names for COLORBOND steel as a successful strategy to counter imported passing off of look-alike materials- renewal and reinvigoration of BHP Steel's brand and trademark protection protocols- introduction of future colour trend forecasting as a basis for new product development for the COLORBOND suite of products- co-operative development and introduction of the "Stage-Gate" process for new product development, enabling rapid development of and focus on most valuable product initiatives

• Market Product Manager

  • Jul 1996 - Mar 2000

• Sales Manager Building - NSW

  • Jun 1993 - Jun 1996