Experience

Sheet Society

• Australia
• Retail
• 1 - 100 Employee

• Marketing Director

  • Sep 2022 - Present



The Brand Counsel Agency

• Australia
• Advertising Services

• Founder/Consultant - Brand Strategy, Marketing, eCommerce

  • Dec 2018 - Present

  **Please note, I am currently not taking on clients The Brand Counsel is a consulting agency that helps launch, grow and transform brands by offering strategic and commercial advice, specialising in: Brand strategy Marketing & communication Digital marketing Customer experience eCommerce Creative direction Retail concept development Launching and revitalising brands Pitch support for wholesale partners General retail advice Past clients include: Mecca Brands Decjuba Steele The Label Aestas We The Moode It's Beautiful Here + startup consumer brands



BITS

• Australia
• Retail

• Co-Founder

  • Sep 2020 - Jul 2022

  Launched in January 2021, BITS was a multi-brand eCommerce platform with a modern and inclusive take on the intimates category - created with co-founder and ex-MECCA colleague Bianca Robortaccio. BITS received significant media, industry and customer recognition, most notably being identified by global trend forecaster The Future Laboratory for our customer-centric approach. More on BITS here: https://www.mecca.com.au/the-mecca-memo/the-in-tray/bits-intimates.html https://www.smh.com.au/lifestyle/fashion/shopping-for-undies-is-tedious-consider-this-the-new-guidebook-20210114-p56tzu.html https://www.broadsheet.com.au/national/fashion/article/new-aussie-online-hub-bits-wants-take-awkwardness-out-shopping-undies-and-intimates



DECJUBA

• Australia
• Retail
• 300 - 400 Employee

• General Manager Customer Experience

  • May 2020 - Jan 2021

  Initially onboarded as a part-time consultant (through The brand Counsel) to help unify the marketing function and identify growth requirements, with the onset of the COVID pandemic I stepped into a full-time contract position as eCommerce became the only trading channel in the business.In this role, I was responsible for the Customer Experience function, leading a team of 18 across brand marketing, ecommerce, digital, CRM, social, creative and events. With just a few months of face-to-face time getting to know the team before moving to remote working, my key focus in this role was building relationships remotely and supporting the team to navigate the changing environment, whilst driving business outcomes.As a team, we delivered triple digit growth online throughout the pandemic period. Whilst in the business, I also led an omni-channel or “customer-first” strategy to bring the retail and eCommerce channels closer together, this led to broad business improvement and commercial gain across all areas of the business including how stock was managed and distributed to sales channels. In this role, I was part of the Leadership Team reporting directly to CEO/Chief Risk Taker, Tania Austin.

• Marketing Consultant

  • Jan 2020 - May 2020



MECCA Brands

• Australia
• Retail
• 700 & Above Employee

• Acting Head of Digital - Consultant

  • Dec 2018 - Oct 2019

  In 2019, I returned to MECCA in a contract capacity (through The Brand Counsel), as acting Head of Digital with the additional responsibility of supporting Founder/CEO Jo Horgan as interim Marketing Director. In this role I led the transition to an omni-channel communications approach, moving away from independent strategies for each retail concept (Mecca Maxima and Mecca Cosmetica) to develop and implement one 'MECCA' communication strategy. During my time back in the business, I led a strategic offsite bringing the marketing and eCommerce functions together for the first time, supported the digital team to deliver the eminent MECCALAND Beauty Event content and paid media strategy and participated in Executive Team offsites to discuss and develop the broader business strategy – identifying challenges, driving solutions and influencing change. In this role, I was part of the MECCA Leadership team and reported directly to Founder/CEO Jo Horgan.



Cotton On Group

• Australia
• Retail
• 700 & Above Employee

• Global Marketing Manager - Cotton On, Cotton On Body, Rubi

  • Feb 2018 - Dec 2018

  With a shift to digital-first (versus retail first) I took on the role of CO Brands Global Marketing Manager looking after brand marketing and content. My remit encompassed all three womenswear brands – Cotton On, Cotton On Body and Rubi – under ‘CO Brands’. During this time I lead a team of 15, helping them navigate a new business strategy, three distinct brand marketing teams and a shared content team, with responsibility across 8 regions. In this role I was part of the CO Brands Leadership Team and continued to participate in Cotton On’s Executive Development Program.

• Global Marketing & eCommerce Manager - Rubi

  • May 2016 - Jan 2018

  I was brought into Cotton On's Rubi footwear business to lead a brand transformation. Working closely with the Brand General Manager and Cotton On Founder/CEO Nigel Austin, I led a brand strategy project in order to clarify and elevate the Rubi brand, enhance both team and customer engagement and drive profitability.Through this role, I drove operational efficiencies and implemented new ways of working cross-functionally, in particular improving the process between the Buying and Marketing teams. I led and developed a team of 12 across brand marketing, social, creative and e-commerce (trade & merchandising) with responsibility for 8 international regions.Key projects included the launch of Rubi into Cotton On’s cross-brand 'MEGA' retail concept, the launch of the jewellery category and the eCommerce launch into South Africa. In addition, I played a support role in developing group communication for Cotton On’s cross-branded ‘MEGA’ retail concept and Perks Loyalty Program, and drove the Group’s Black Friday communication strategy from within my brand role. I was part of the brand Leadership Team and a participant of Cotton On’s invite-only Executive Development Program.



MECCA Brands

• Australia
• Retail
• 700 & Above Employee

• Marketing Manager - Mecca Maxima

  • Feb 2012 - Mar 2016

  Part of a small steering group tasked with redefining and relaunching the first Mecca Maxima store and establishing a scalable model. This was achieved, growing the retail concept from 1 to 34 stores whilst I was in the role, with Mecca Maxima fast-becoming the #1 retail concept within the MECCA Brands Group. Working closely with founder/CEO Jo Horgan, I was heavily involved with concept development and brand strategy alongside my core marketing responsibility. I recruited and led a small, but mighty, marketing team of 12 across brand marketing, visual merchandising, content, social, events and local area marketing – with two team members going on to win the MECCA Employee of the Year Award.Consistent growth was achieved through the roll out of new stores, new markets, new brand launches and new strategic initiatives. Through this time, I successfully led the launch of over 20 International beauty brands into Australia, including Urban Decay – which was the most successful launch for the brand globally. In addition, I led the kick-off of MECCA’s content, social and influencer strategy through the highly successful #MeccaBeautyJunkie campaign.I was also part of the MECCA Extended Leadership Team, a small group of mid-senior level team members invited to participate and inform broader business discussions and decisions with the formal Leadership Team.

• Marketing Manager - Kit Cosmetics

  • Nov 2005 - Jan 2012

  Kit Cosmetics was a design-led beauty retail concept. I was part of a small team who grew the retail concept from 1 to 10 stores, including managing the concession roll-out through MYER. In this retail marketing focused role I was responsible for brand marketing, new brand launches, product collaborations, visual merchandising, instore events, local area marketing and MYER partnership opportunities. Major brand launches included Too Faced and the re-launch of Poppy King’s iconic lip collection.



Bettina Liano

• Marketing Manager

  • Jan 2005 - Oct 2005

• Wholesale Sales & Marketing Assistant

  • Feb 2004 - Dec 2004

• Store Manager

  • Oct 2002 - Jan 2004

• Retail Sales

  • Aug 2001 - Sep 2002



KOOKAI Australia

• Australia
• Retail Apparel and Fashion
• 300 - 400 Employee

• Retail Sales

  • Dec 1999 - Jul 2001