Experience

Careerforce | Te Pūkenga

• New Zealand
• Education Administration Programs
• 1 - 100 Employee

• General Manager - Marketing, Communications & Insights

  • Apr 2019 - Present

  Careerforce, a business division of Te Pukenga, supports workplace-based training, leading to superior outcomes across the health and wellbeing sector. As part of the senior leadership team, I support the development and execution of the Careerforce strategy, plus manage the marketing, communications and insights team.

• Marketing and Communications Manager

  • Oct 2017 - Mar 2019

  Responsible for the development of operational strategy and planning of Careerforce marketing, communication and media activities. Managing and leading the marketing and communications team to achieve specific outcomes relating to the positive promotion and marketing of Careerforce and its products.



EECA (Energy Efficiency and Conservation Authority)

• New Zealand
• Government Administration
• 100 - 200 Employee

• Senior Marketing Advisor (Transport)

  • Aug 2016 - Oct 2017

  EECA was one of several government agencies working to implement the government's Electric Vehicle (EV) package announced in May 2016. The programme had a target of getting 64,000 EV's on New Zealand's roads by 2021. One of EECA's tasks was to deliver an EV information campaign of $1m per annum. The information campaign needed to encourage both consumers and businesses to switch to EV's, by providing authoritative information, correcting misinformation, and exposing audiences to EV's via events and community outreach. The key objective of my role was the successful delivery of all marketing components to the EV information campaign, including strategy development, research, campaign management, collateral development, and digital channel development.



Freeman

• New Zealand
• Information Services
• 1 - 100 Employee

• Marketing Contractor

  • Mar 2016 - Aug 2016

  Freeman Media specialises in online subscription news and information services for the energy and quarrying/mining industry sectors. My responsibilities for Freeman Media included the development of a business case for the launch of a new end-user focused smart energy magazine, and the development of a commercial model for the launch of a webinar based training programme for the quarrying/mining sector . In each instance, responsibilities included developing the overarching commercial model and formation of key strategic partnerships, together with strategy planning, resourcing and execution responsibility across each of editorial, advertising, circulation, IT platforms, design & marketing.



Fairfax Media

• Australia
• Online Media
• 700 & Above Employee

• Marketing Manager - Central Region

  • Dec 2005 - Dec 2015

  Complete marketing responsibility for all central region print & digital properties, encompassing The Dominion Post, Manawatu Standard, Taranaki Daily News, and community titles. Focus on driving circulation and readership, advertising revenues, and revenue diversification initiatives. Responsible for team leadership (4), and broad ranging marketing responsibilities including subscriber acquisition/retention, single copy sales/promotions, trade marketing, sponsorships & events, brand/content marketing, research, and revenue diversification initiatives. Notable highlights include winning a number of international industry awards for marketing campaigns, the development of a number of strong communication programmes for distinct audiences, the development & launch of digital service offerings, and the development of a number of significant and highly successful marketing campaigns.



Spark New Zealand

• New Zealand
• Telecommunications
• 700 & Above Employee

• Regulatory Strategist

  • Nov 2004 - Nov 2005

  Role was to provide a strong lead in understanding and analysing the key issues in the telecommunications regulatory arena, and to leverage commercial business insights into regulatory activities.I was able to leverage my commercial experience to provide strategic market and customer insights, as well as synthesising complex technical information and legal/economic arguments, and reflecting in plain English regulatory submissions.

• Marketing Manager - Product Strategy/Internet Access & Wholesale

  • Jun 2003 - Oct 2004

  Overall responsibility for the development of the mass-market consumer and business broadband portfolio, including product and pricing strategies to drive broadband penetration.Specific responsibilities included staff management (2), the development of product and pricing roadmaps, identifying and addressing barriers to broadband adoption, new product launches, and category forecasting & reporting.Notable highlights included the development and launch of a new 'broadband in a box' solution, and the development of promotional campaigns to help demystify broadband for customers.

• Category Manager - Consumer Broadband

  • Jul 2001 - May 2003

  Overall responsibility for the development and performance of the consumer broadband portfolio, including connection growth and profitability.Specific responsibilities were to develop the consumer broadband strategy, including promotional and pricing initiative to stimulate take-up and margin growth. Core to this was developing an understanding of category drivers and customer behaviours, leveraging Telecom's extensive market insight and market intelligence resources.Notable highlights included executing a marketing plan which resulted in a significant lift in the growth rate of broadband connections, and the development of a strong education campaign informing consumers of the advantages of broadband.

• Communications Manager

  • Oct 1999 - Jun 2001

  Managing communication projects through to market launch across all products and segments, including above and below the line communications, internal communications, and public relations.I was able to quickly develop a detailed understanding of the highly complex telecommunications industry, and reflect in successful communication campaigns, and also worked across the consumer mobile market at a critical time in its evolution, against an active global competitor.



Lane Walker Rudkin

• Christchurch

• Brand Manager (Grocery)

  • Jul 1996 - Oct 1999

  Managing and growing the branded and private label grocery and discount department store business across New Zealand and Australia. Key achievements included the development of an import substitution programme necessitated by tariff changes, introducing category management and key account disciplines to the grocery business, and developing a significant private label presence within Woolworths Australia. Managing and growing the branded and private label grocery and discount department store business across New Zealand and Australia. Key achievements included the development of an import substitution programme necessitated by tariff changes, introducing category management and key account disciplines to the grocery business, and developing a significant private label presence within Woolworths Australia.



Carter Holt Harvey Tissue

• Auckland, New Zealand

• Product Manager (Babycare)

  • May 1993 - Jun 1996

  Managing the Treasures babycare portfolio to drive category growth, and defend market share against global incumbent, Kimberley-Clark. Key achievements included implementing a marketing plan resulting in the Treasures brand holding market share against strong multi-national competitors, and the highly successful launch of a new brand and product range into the premium end of the market which included product development, consumer research, branding and significant launch campaign. Managing the Treasures babycare portfolio to drive category growth, and defend market share against global incumbent, Kimberley-Clark. Key achievements included implementing a marketing plan resulting in the Treasures brand holding market share against strong multi-national competitors, and the highly successful launch of a new brand and product range into the premium end of the market which included product development, consumer research, branding and significant launch campaign.