Melbourne, Victoria, Australia
Dynamic marketing and retail leader with 15+ years global experience in sportswear, lifestyle and fashion; delivering integrated strategies across brand, e-commerce, retail and culture. Proven ability to lead cross-functional teams, drive commercial growth in highly matrixed organisations and translate consumer and marketplace insights into scalable business outcomes. Passionate about building brand-led commercial engines and elevating marketplace impact in fast-paced and evolving environments.
Lead strategic direction and campaign delivery for Fashion Apparel and Accessories (Womenswear, Menswear, Kidswear) representing over 50% of Myer’s total business revenue. Manage a high-performing team of eight team members and overseeing execution across owned, earned and paid channels. Drive fashion-forward storytelling and brand elevation across key labels, partnerships and retail activations. Collaborate cross-functionally with Merchandise, Online, PR, Social, Loyalty, VM and Media teams to deliver integrated marketing plans that strengthen Myer’s position in the Australian fashion landscape. Optimizing creative production and campaign efficiency to exceed growth targets.
Drove the development, delivery, ongoing management, and governance of a centrally managed Marketing Calendar for all Style Business Units/Categories and Brand functions, leading the integration of same into a comprehensive and prioritized Global Brand Calendar. Owned the Style Business Units (BUs)/categories and Brand functions activation calendars and input within the Global Brand Calendar considering global brand, marketing, and BU and Brand strategies to build proposals withing defined Comms Architecture and Calendar Framework
Drove and governed a globally consistent brand comms plan through the development of a seasonal calendar & respective campaign tools (owned by Storytelling and Touchpoints teams) across the adidas Originals pyramid (product creation architecture, including all inline, Energy, Top Creator and Statement and Fashion collaboration concepts) Delivered alignment of comms activation plans across all markets globally (Europe, North America, Greater China, Asia-Pacific, Russia, Latin America and Emerging markets)
Created and developed an integrated, through-the-line, marketing communications package to support adidas’ global and specific BU marketing and business objectives. Partnered with BU product managers in developing marketing and communication plans that drive the business unit and led to effective communication activities. Owned the communications and advertising specific budgets and spending strategies to ensure communication activities are developed with regional use and implementation issues in mind. (> 5-10million EUR MWB per year)
Profit and loss accountability devising store strategy utilising key levers such as: Staff management, training, coaching and feedback CRM strategies (VIP listing) Inventory and sales management Maximising centre events and promotions
Part of the support team for the German National Football Team (DFB) during the UEFA Championships 2008 in Austria and Switzerland Planned and arranged transportation of the national players and the support team. Liaised with Mercedes-Benz to arrange suitable vehicles. Coordinated the Mercedes- Benz AMG cars for players to ensure to increase brand recognition for Mercedes- Benz
Driver and team lead for sport and business events Assisted general manager in sourcing/recruiting drivers in local areas. Large events required up to 50 drivers. I operated in a team leader capacity role during events, recruiting, staff management and car/fleet management. I was invited to support Mercedes-Benz on other events such as the UEFA European Championships 2008 outlined above.