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A tertiary and Masters Degree qualified senior executive with exceptional marketing and communications experience in the
public sector, arts and retail, financial services and telecommunications within both consumer and business environments.
My key strengths include:
A demonstrable record of success in designing and leading strategic marketing, planning and implementation within a
range of complex corporate and government environments.
The commissioning and use of strategic market research designed to inform and enhance corporate objectives. This
includes driving customer insight analysis for use in acquisition and retention based direct marketing programs.
Extensive multi channel marketing communications management including direct marketing, advertising, promotion,
public relations and publicity, sponsorship, event management, media negotiations and digital marketing development
within a range of business and consumer environments.
Consumer brand establishment, development and management.
Flexibility and the ability to successfully manage a range of resource competing projects.
Excellent leadership, written and oral communications,
Highly proficient budgeting, analytical and evaluation skills.
Key stakeholder and relationship management including the negotiation of win/win outcomes.
Working within a team environment, motivating and inspiring a range of stakeholders.
Extensive operations and culture change experience.
Energy, flexibility and the desire to make a difference.
Teaching and tutoring, overseas travel, marketing consulting.
Key Achievements:
Developed and managed a range of relationship marketing acquisition and retention programs which
resulted in the achievement of:
A 30% above budget revenue performance ($60M actual vs. $32M budgeted) per annum.
In excess of $300,000 cost savings through increased operational efficiency.
Over 1 million outbound telemarketing and direct mail contacts. (per annum)
Key accountabilities:
Strategic leadership for a range of acquisition and retention programs and staff
Preparation and implementation of national campaign strategies for business acquisition and retention. This included
the incorporation of customer insights to guide the timing and type of multi product multi channel cross-sell activity.
Extensive internal and external stake- holder management including advertising and research agencies.
Staff Management.
Management of all communications (BTL campaign) including Direct Mail (DM), Outbound Telemarketing (OTM) and
on-line options.
Development of digital marketing options.
Development and deployment of sales incentive programs throughout the DM and OTM channel designed to drive results.
The Living Art Market is a small retail business specializing in the support of emerging Australian fashion designers.
It ran weekly in St. Kilda and has recently moved to the Abbotsford Convent
Key Achievements:
Appearance as part of a Cheap and cheerful Melbourne segment (broadcast internationally) on Getaway celebrating
the launch of my retail fashion market
Successfully established weekly specialty Australian designer fashion market.
Developed and implemented the strategic marketing and business plan.
Developed and managed all marketing communications (consumer and business) including the acquisition of valuable
publicity in The HWT, Retail and fashion magazines, radio, The Age and a 2 minute segment on Getaway.
Liaised with a range of stakeholders (Port Phillip Council, small businesses, Tourism Victoria and the general public)
Prepared Council permit application.
The developed and implemented stallholder acquisition strategies
Established administrative and financial systems.
Developed an interactive e-business website
During the development phase of the business I also undertook a range of short term marketing and communications
projects with:
Australian Communications and Media Authority
Sensis
Origin Energy
State Trustees
Key Achievements:
Managed and developed high profile corporate partners including the Qantas, Telstra, Westfield and AFL relationships
as well as ATL and BTL and research agency negotiations.
Achieved programs card growth, revenue growth and profit targets. This included the incorporation of customer
insights to guide the timing and type of cross-sell activity.
Restructured Legal and financial parameters of the Qantas Telstra co-brand credit card program
Successfully grew and developed the Qantas and Telstra relationships and brand, resulting in much stronger power base
for the ANZ within the programs new structure. Total spend $10 billion, revenue $150 million expenditure $ 56 million.
Managed and coached a staff of 5
Key Achievements:
Effectively re-structured marketing function designed to improve value added contribution from marketing to
other business units.
Developed long term client satisfaction, retention and profitability strategies.
Developed corporate branding strategy resulting in significantly higher levels of brand recognition and awareness
Overall management of the marketing communications function including ATL, BTL, PR, publicity, industry events
and sponsorship.
Achieved organisation's revenue and profit targets (5% growth)
Developed marketing strategies that improved core business revenue derived from existing distribution channels
and strategic alliances.
Managed and coached a staff of- 30
Key Achievements:
Established and managed the organisation's marketing function
Prepared and implemented the organisation's first marketing plan including recommendations about making arts
accessible to broader audiences.
Carried out high level negotiations with senior government and corporate executives including presentation of the
organisation's first marketing plan to the Minister for the Arts.
Re-positioned the brand to appeal to a broader audience base.
Negotiated media sponsorship with a commercial value of $1.5m
Managed all marketing communications (advertising, promotions, publicity, public relations and major events).
Achieved a 25% Increase in tourism related income from the Asian and American markets (approximate income
direct and indirect $1,000,000)
Project managed of Spire Lighting launch attracting 35,000 spectators and approx. $1.5m worth of media support.
Established the marketing department including the selection of 7 key staff members.
Appointed to the first Arts Marketing Task force.
Commissioned, managed and implemented recommendations from ground breaking predictive market research into
arts audience development.
Managed and coached a staff of 25
Key Achievements:
Developed and implemented marketing strategies which:
Established the TAC brand
Heightened and improved the overall customer experience.
Positioned the organisation as a potential commercial insurer to business and consumer groups.
Developed and implemented the first high profile black spot consumer campaigns achieving significant media coverage.
Managed coached and developed a team