Sydney, New South Wales, Australia
I go by my surname… it’s super confusing, I know. Partnerships, sponsorships and advertising professional with a strong track record of driving impactful campaigns, fostering strategic partnerships, and leading high-performing teams across the entertainment, food, technology, retail and e-commerce industries. I balance a rare skill set across marketing, commercial and sales to ideate, negotiate, plan and execute game-changing partnerships and campaigns. Specialities: partnerships, sponsorships, promotions, community, sustainability, retail, FMCG, QSR, brand marketing, marketing strategy, strategic foresight, creative strategy, events and licensing.
Leading Sponsorships and Solutions across Netflix Ads markets in APAC (Japan, South Korea, Australia, China export and Pan-APAC), developing a robust suite of IP-adjacent solutions for our partners. Also managing Brand Partnerships strategy and operations, working closely with our in-market Brand Partnerships Leads.
Leading Brand Partnerships and Integrated Marketing holistically across Australia, New Zealand and Pan-APAC. This includes all pitching, negotiating and execution of brand partner deals and campaigns. Also leading Strategy and Operations for Brand Partnerships and Integrated Marketing across Netflix Ads markets in APAC (Japan, Korea and Australia). Working closely with APAC Brand Partnership country leads, Ads teams and broader cross functional partners, I am responsible for identifying intersectional opportunities for brands to connect with Netflix IP as well as operationalising a suite of custom partnership programs and packages, creating more ways for brands to get closer to and engage with Netflix fandoms.
Led distribution and brand partnership marketing for Netflix in Australia and New Zealand. Drove acquisition for Netflix via distribution partner bundles, managing relationships and all marcomms activity across telco (Optus, Spark NZ), set-top-box (Foxtel, Fetch) and energy (AGL). Successfully launched AGL Energy bundle across Australia and a new bundle offering via existing partner Foxtel.
Had a blast serving deliciously healthy burgers from over 165 restaurants. Reporting into the CMO, I led an awesome team of 7 across partnerships, sponsorships, events, promotions, delivery, local marketing, community programs and loyalty program acquisition. Key achievements: - Launched three major entertainment partner campaigns with themed new product development: 'The Batman' with Universal Pictures (The Bruce Wayne Burger), 'Stranger Things S4' with Netflix (The Demogorgon Burger) and ‘Barbie’ with Universal Pictures (The Barbie Dreamburger and The Barbie Beach Bun). All campaigns included national promotions and a cross-channel marketing and PR plan. Stranger Things and Barbie campaigns also included a fully themed restaurant takeover (The Galeries, Sydney) - Launched 'Taste The Win' footy promotion, Grill'd's most successful long-term campaign ever with over 150k sign ups - Contracted and launched sponsorship with the Australian Institute of Sport, driving credibility for Grill'd in the sports nutrition space - Signed and launched athlete ambassador deal with Winter Olympic gold medallist Jakara Anthony - Extended multi-year deal with Melbourne Storm, Grill'd's biggest ever sponsorship - Restructured the Local Matters community program, driving restaurant team engagement and efficiencies across systems and communications - Planned and launched three Local Matters national takeovers supporting key causes, including pitching and securing of CSR partnerships: Sustainability (Australian Marine Conversation Society, Greenfleet, Bush Heritage), Homelessness (Vinnies, The Salvation Army, Red Cross) and Summer Heroes (Surf Life Saving Australia, St John Ambulance, state-based fire services) - Launched City Support Dinners program, closing one restaurant in each major city for one night per month to feed those in need (partnering with Vinnies and The Salvation Army)
Overview: - Led team tasked with supporting and growing a network of 13K+ restaurant and retail partners. Management of all activity across the full marketing mix from large-scale national campaigns to local executions. Management of relationships and all marketing activity with the industry’s biggest brands, including: McDonald’s, KFC, Guzman y Gomez, Grill’d, Gelato Messina - Developed and executed annual promotional strategy and calendar across both ‘always on’ activity driving a stronger customer value proposition and ‘big beat’ campaigns driving new customer acquisition and mass order growth - Marketing lead on cross-functional ‘local’ team, driving new city/zone launches, independent restaurant promotions and in-store restaurant signage Key Achievements: - Developed and implemented successful marketing campaigns for the platform launches of both McDonald’s and Grill’d across ATL, digital, social, CRM and in-store activity - Launched Deliveroo AU’s two biggest promotional campaigns ever: Melbourne Lockdown Giveback (supporting both small businesses and consumers via a discount offer on independent restaurants) and 5th Birthday Eat-Spin-Win (spinning wheel mechanic with $1M+ in prizing) - Developed local ‘mid market’ growth strategy, growing segment by 67% year-on-year. Key focus on social and digital marketing and bespoke promotions - Developed and led 2021 expansion marketing plan for business with scalable strategy for 50+ new cities and zones across OOH, digital, social, flyering, in-store signage and promotions
Managed commercial and marketing partnerships and promotions across Disney‘s four key brands: Disney, Pixar, Marvel and Star Wars. Key focus on driving both revenue and reach targets as well as partnering with brands to create memorable brand experiences for local consumers. Worked across multiple industries, including: aviation, automotive, telecommunications, technology, retail, e-commerce, FMCG, fashion, health, beauty, finance, insurance, tourism, sport and entertainment. Successfully pitched, negotiated and managed end-to-end the largest film promotion ever in Australia: Woolworths and The Lion King Ooshies. This campaign helped Woolworths record a 7.1% rise in first quarter 2019 sales and won "Best Promotional Campaign" at the 2020 Australian Toy Association Awards.
Managed the Star Wars brand across all areas of The Walt Disney Company Australia and New Zealand. Key strategic focus on brand management, experiences, events, partnerships, communications, digital, content, creative and fan relations. Highlights included management of the holistic cross-company campaign for "Star Wars: The Last Jedi" (achieving the 3rd highest grossing box office result ever in Australia), the "Star Wars Ultimate Fan Weekend" at Sydney's Powerhouse Museum (15K fans in attendance), the “Star Wars Film Concert Series” with symphony orchestras across ANZ, the "Star Wars Round" sports partnership with the Hyundai A-League and the 2019 “Star Wars Neon Run” at Melbourne’s Yarra Park.
Managed the softlines business in ANZ across the Disney, Pixar, Marvel and Star Wars brands. Key to the role was the development of product, retail, licensee and marketing strategies to achieve aggressive growth targets as well as the pitching and negotiating of new business opportunities across specialty retail and halo/luxury collaborations. Highlights included end-to-end management of the following campaigns and collections: Mink Pink/Beauty and the Beast (global), NRL/Marvel Heroes, Cotton On KIDS/Mickey (global), Cotton On Ladies/Mickey (global), Bonds/Mickey, Bonds/Bambi, Bonds/Jungle Book, Peter Alexander/The Muppets, Peter Alexander/Beauty and the Beast, Peter Alexander/Toy Story, Typo/Star Wars (global), Typo/Alice in Wonderland (global), Typo/Mickey (global) and Black Milk/Marvel (global). Advanced Practitioner and APAC lead on global Disney Strategic Foresights team; analysing and predicting future trends and commercial impacts (2012-2017; AP training - Shanghai, 2015).