“Freedom lies in being bold”
– Robert Frost
Marketing Services Manager
Ipswich City Council
June 2017 – current
Ipswich is a city rich in heritage and is also one of the fastest growing regions in Australia.
As part of the Economic Development and Marketing department, the Marketing Services Branch provides full-service marketing and communications support to the many and varied business lines of Council. The Marketing Services Branch also manages key corporate assets and channels to achieve awareness and engagement for Council with target audiences. The Events Branch provides civic, community and corporate event management and delivery services, delivering engagement with residents and stakeholders through a diverse portfolio of events.
Results
- Development and delivery of holistic marketing and business strategy
- Change management within team and organisation to support growth of marketing expertise
- Implementation of project management systems and best practice marketing and events processes
- Growing, coaching and mentoring a multidisciplinary team including studio and design, account managers, digital and social media and content experts
Head of Marketing
TAFE Queensland Brisbane
March 2016 – May 2017
As the leading provider of Vocational Education and Training (VET) in Queensland, TAFE Queensland Brisbane provides training to more than 40,000 students a year.
As the Head of Marketing I was responsible for setting the strategic marketing direction with the General Manager and executive team, including the development of major student acquisition campaigns for VET and Higher Education products. This included the implementation of strong marketing automation and content plans.
Results
- Developed marketing and communications campaigns contributing to a 7% YoY increase in student recruitment during peak campaign
- Development and implementation of a Higher Education marketing strategy for TAFE’s greenfield market position to exceed student recruitment targets (107%)
- Developed brand positioning and campaigns for the B2B channel to generate 30% more qualified leads and increased brand awareness in key markets
“Who dares, wins.”
– anonymous
Head of Marketing
Careers Australia
December 2014 – February 2016
A national and international education provider, Careers Australia provided courses that equipped students with the skills needed to advance their career and employment opportunities. I led a team of marketing, digital, communications, content, social media and design professionals to support the business strategy.
Results
- Delivered increased customer satisfaction (up 35%) and campaign frequency and breadth by growing team by 120% to deliver up to 100 projects and campaigns at any one time, across B2C and B2B channels
- Increased conversion of marketing leads by 70% while decreasing CPA by securing better quality leads through existing marketing channels
- Delivery of integrated major brand and recruitment campaigns
- Implementation of strong lead generation mechanisms using Salesforce and Marketing Cloud to drive acquisition, retention and progression of students supported by a full content plan and execution
National Marketing Manager
Sleepy’s The Mattress Experts
December 2011 – November 2014
As a national mattress franchise Sleepy’s The Mattress Experts specialises in fitting customers to the right mattress, providing them with a healthy sleep, through expert mattress advice and service. I was responsible for the national marketing strategy and budget including the management of the audited adfund. Key initiatives included the brand evolution, tactical promotions and the growth of e-commerce and digital marketing.
Results
- Drove an increase in enquiries across national network of franchised and company-owned stores resulting in double digit growth increase in sales across three consecutive financial years
- Increased repeat purchasing and first-time purchasing by increasing email database size by 600%
- Increased ROI by up to 15% for franchisees adfund contributions by diversifying marketing spend and seeking new suppliers
- Design and development of new fitout to suit repositioning of brand including opening of 6 new stores
“Style is a very simple way of saying complicated things”
– Jean Costeau
Consultant
Corporate Business Solutions
October 2009 – March 2011
Metropolitan South Institute of TAFE (MSIT) is one of Queensland’s largest providers of state-funded vocational education and training. Corporate Business Solutions (CBS) was the B2B training unit.
I was responsible for developing, implementing and driving marketing and sales initiatives within CBS.
I worked with a team of sales professionals to deliver results that far exceeded the State Government targets for the Productivity Places Program – we exceeded targets by more than 200%.
I developed and executed marketing and sales plans for targeted industry sectors using direct mail, electronic communications, advertising, social media and face-to-face cultivation. These plans delivered year-on-year growth for the team and enabled the team to grow.
Consultant
Queensland Media Group
October 2009 – March 2011
QMG (now Klyp) provides digital solutions to both government and private enterprise. They combine experience, creativity and professional skills to create websites, interactive solutions and digital marketing that achieves outstanding results for their clients.
My primary role within QMG was to work with the company’s retail clients, developing their digital strategy and use my retail marketing background to help increase their sales and effectiveness.
I worked with one company to implement an online retail store to support their offline wholesale business. The strategies we implemented meant that the online retail business was generating sixfigure income in the first year and topped $1m turnover in their second year, all at maximum gross profit because of a decision not to discount.
“Just start. Start somewhere.”
– Seth Godin
Marketing Manager
Jimboomba Turf Group
September 2008 – August 2009
Jimboomba Turf Group is a family company, distributing turf throughout south-east Queensland. My primary role was to establish a strong brand and marketing base that could be continued by a Marketing Co-ordinator.
Results:
- Developed a successful and sustainable marketing program that could be continued by someone in a marketing coordinator capacity
- Initiated campaigns that resulted in the single biggest sales month ever – more than 200,000m2 of turf.
- Expanded our supply to wholesalers as part of a concerted marketing push for increased brand recognition, increased sales and increased margins
National Marketing Manager
The Perfume Connection
2006 – 2008
The Perfume Connection was a national Australian fragrance retailer with over 58 stores. It had an annual turnover of more than $65m. Originally starting as the Marketing Co-ordinator I moved into the National Marketing Manager role.
Results:
- Developed a successful marketing campaign that helped to drive sales in excess of $16m during the 2007 Christmas period, an increase 10% on prior year
- Halved marketing expenditure over 2 years while achieving L4L sales growth
- Increased purchasing of fragrance through TPC website by more than 70% with focused digital marketing spend
“Celebrate every tiny victory.”
– anonymous
Product Development and Marketing
Mathers
2001 – 2005
Mathers is a national Australian footwear retailer with more than 100 stores, with an annual turnover of more than $80m.
Initially working as a product developer for Mathers for two years designing for their three house brands, Brass Plum, Giovanna and Gino Nicci.
This involved the development of footwear, accessories and packaging. Each season I designed more than 60 SKUs per brand to be considered for purchase by the buyers.
I moved into the role of Marketing Co-ordinator and an integral part of my role was disseminating and communicating information to 100+ stores, district managers and key suppliers. I was the manager of the local area marketing program.
I was also the Visual Merchandising Co-ordinator for the Mathers stores and project managed our new series of store refits for the Mathers, Pairs (outlet) and kids brands.
“You don’t need eyes to see. You need vision.”
– anonymous