A creative, multi-disciplined and strategic marketer with more than 7 years experience delivering marketing strategy, brand management, integrated communications and digital and social marketing for a range of brands like AAMI, Suncorp, GIO, LivingSocial and, both Australian and UK based organisations. A proven people person and self-starter, who is driven to succeed at all levels. My attitude is always energetic and can-do and my approach is committed, considered and professional. Because of this, I have a track record of building strong relationships, leading highly engaged teams and creating value beyond the marketing domain. My areas of specialisation include brand management, digital and social media marketing and innovation. Moreover, I have demonstrable experience in planning and managing significant marketing budgets and products. Over the years, I have been managing agency partners such as Oglivy, Adobe, Salesforce, Facebook, Twitter, LinkedIn, Starcom, M&C Saatchi and more.
Achievements & Awards • Delivered the first digital strategy for the entire Suncorp portfolio of PI and CI brands focusing on content amplification. The strategy became a critical piece of SEO strategy and has so far achieved: increased brand visibility; new real estates for brands that occupy up to 3rd position (depending on a brand) in search for brand terms; Maximized brand visibility for AAMI, JCI, Bingle, IMR; Increased positive online reputation for brands up to 30% • Successfully launched new AAMI campaigns such as the AAMI Business Insurance launch campaign which resulted in the highest growth (6k new fans exceeding a target by over 30%) and high customer engagement (700k) • Best Use of Social Media, AB+F Insurance Awards 2013, for the industries first AAMI Commercial Insurance “Switched On Stories” campaign. Responsibilities • Drive campaign amplifications for the personal and commercial Insurance brands • Drive best practice innovation through strategic use of digital (organic & paid search, display) and social marketing channels, data, technology and analytics • Manage advertising campaign planning, production and online activation • Lead brand online communication strategy; develop processes and infrastructure; implement project management protocols to enable online PR and campaigns activation • Deliver high quality thought leadership in content and distribution strategies • Lead a team of 3 social media advisors on the social strategy implementation • Develop innovative online programs that directly align with brand objectives • Lead and optimise online listening strategies that include providing opinions on opportunities and threats to brands and presentation of insights
Achievements • An inspiring leader Award for delivery on the customer innovation program and raising AUS$8.5M project investment • Positioned AAMI Life with 3rd highest total brand awareness nationally (46%) and leading life insurance and income protection categories among Suncorp Group • Grew customers by 62% through AAMI advertising campaigns and GI integration • Launched new products and features increasing 20% YOY sales • Grew AAMI YTD NP to AUS$4.5M for AAMI Life and IP products, compared to AUS$2.9M last PCP • ‘The Boarder’ Income Protection campaign (TV, radio, print, digital, integrated content, website/microsite, PR) gained the strongest result seen to date across all Suncorp Group portfolio marketing campaigns • Achieved the highest to date digital results within Suncorp Group (2M YouTube views and 1M Facebook engagement) at low CPC such as AUS$0.08 Brand and Marketing responsibilities • Day to day brand management that includes developing consistent brand experience, marketing communications, positioning and tone of voice • Manage AUS$5.9M marketing budget to continue the strategic opportunity for direct life • Drive planning and execution covering full marketing mix: ATL (including TVC, radio), BTL, PR across all marketing channels • Increase the share of wallet and gain new customers via GI Integration tactics • Work with creative agencies to design and develop innovative customer programs that directly align with business objectives and customer focus strategies • Identify and retain more profitable customers • Generate insights and optimise customer experience • Collaborate with PR on crisis management • Manage ongoing relationships with a complex matrix of internal and external stakeholders including agency partners such as Oglivy, Edge, Adobe, Stracom, Fresh Egg, Millward Brown Marketing Lead on Strategic Customer Innovation Project • Won competition for the New Customer Proposition project and became part of the core innovation team, leading the simplification and acquisition triggers. • The focus of the project is to unlock the value of Suncorp Group brands and customers and design new concepts for Suncorp products and services
• Established LivingSocial Australia as the only market to generate direct revenue from social media channels • Created a digital ‘deal automation’ project which was implemented globally across the US, UK and Malaysian markets • Delivered global brand content strategy to generate 10% of new unique subscribers Achievements in Australia and New Zealand markets • Established LivingSocial (LS) as the number 1 group buying company on social media with the highest brand visibility; increased social media database by 54% over the past 12 months • Digital innovation and implementing automated scheduled deal posts resulted in increased traffic to site by 60% and the total subscribers acquired with estimated value of clicks $824K; increased the FB fan value by $0.05; increased efficiency by being able to cover 44 different markets and verticals; boosted the natural search results for specific target terms • Established brand style guide and best practice for LS globally; requirements for FB brand page timeline transition and project-managed transition ahead of global deadline • Increased positive brand perception and engagement through campaigns activations
Media and Sociology
Won competition for the New Customer Proposition project and became part of the core innovation team, leading the digital simplification and acquisition triggers. The focus of the project is to unlock the value of Suncorp Group brands and customers and design new concepts for Suncorp products and services
Received for the industries first AAMI Commercial Insurance