Greater Melbourne Area
I am an entrepreneurial and results driven marketing leader, proven to excel in transformational and start-up organisations looking to progress the customer proposition and build brands with relevance and purpose in an ever changing digital and consumer landscape. With over 20+ years’ experience in “full stack” and end to end marketing and communications in FMCG/Retail, Technology and Government sectors, I revel in taking complex customer propositions and bringing them to life in both B2B and B2C environments. Passionate in the recruitment and management of high performing marketing teams, I lead with a “growthmindset”, never afraid to challenge the organisational status quo and can influence strategic business decisions through all levels of the C-Suite and Boards.
- Built and led the new marketing and communications department across the global Visy business, focusing on staff, customer engagement and lead generation. - Developed and delivered a revised Brand and content / thought leadership strategy for increased awareness of Visy capabilities, investments and growth and to better attract talent through a new EVP - Communications / PR lead across multiple projects and launch communications
-Led the brand strategy, VM / in-store experience and ANKO packaging design team & delivered a new Brand Platform - "All Kinds of Right" with the launch of the Christmas 2021 brand campaign. - Developed and delivered a new EVP brand for internal comms & recruitment campaigns. - Led the revised Better Together sustainability platform & program with a new identity and comms framework for rollout to internal staff
- Led and set up (from scratch) the Marketing function, including customer definition, proposition and brand positioning for Kaufland's entry into the Australian market - Led the adaptation and all new private label brand development for products in Fresh, Grocery and Non-Food categories - Built a high performing team of dynamic marketing leaders for Digital, Brand & Campaigns, Loyalty/CRM, Brand Management & Creative design / production
- Reporting into the Founder and CEO, headed up the marketing function to lead customer acquisition and retention through strategic marketing initiatives and new digital channels. - Led the strategic rebranding of the Group and the development of an impactful Corporate Social Responsibility program.
I was with Coles during an exciting time of strategy and brand proposition development. As Head of Brand Proposition, worked closely with C-Level executives and led cross-functional teams (Merchandise, Operations, Marketing, Finance and Store Design) to define and deliver the new Coles brand in the new store formats. Appointed and led a New York based design agency (of Whole Foods and Anthropology store fame) to bring key categories to life in the New stores. As Business Category Marketing Manager, went on to deliver the new brand proposition through key "breakthrough" categories: - Food & Non Food - Fresh Produce - Bakery, Deli & Dairy
Led the brand positioning and yearly brand plans for Coles Liquor brands – Vintage Cellars, Liquorland and 1st Choice and Coles Express (convenience store). Led the complete proposition change for 1st Choice store format.
Responsible for the management of the $580m retail gift card business, including new proposition development and rollout of new gift card concept in store. Managed ATL campaigns and budgets.