STRATEGY
Strategy
Highlighted Clients:
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Jetstar
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Inception Digital
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Racing Clubs
I love the the mix of art and science within marketing – from using data driven insights to understanding the nuances of human behaviour. Researching and crafting strategic frameworks to meet business objectives has been a constant throughout my career.
Jetstar
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Being involved in the launch of the then new airline Jetstar was one such strategy that I look back on fondly – resulting in a heady mix of big branding activity on TV and outdoor (remember the Magda Szubanski campaign) to the acutely tactical retail element of local press ads selling flights at short notice (I will never forget the “Proserpine Guardian”).
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It was a privilege to lead the strategic planning and manage the implementation of this multi-million dollar launch back in 2004 and not least to work alongside advertising heavyweights Chris Dewey and Ted Horton.
Inception Digital
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Content marketing was in its infancy when I took the role of business director to set up the local Melbourne office of Sydney-based Inception Digital in 2014. “Inception” had stolen the march in the content marketing space bringing together the cream of the crop publishers such as The Urban List and Mashable, influencers, content creators and media partners to deliver multi-platform digital campaigns for blue-chip clients.
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Setting up a local office was a new strategic challenge in itself. In under two years, my team of five were turning over more than $2 million a year in revenue from our South Melbourne office space which we shared with a local creative agency.
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Liaising mainly with media agencies, I secured and designed long term content marketing partnerships for brands including Nike, Infiniti cars, Mini, and Peroni.
Racing Clubs
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As Communications Editor at Moonee Valley Racing Club and then Head of Brand, Marketing and Research at the Victoria Racing Club, I worked with senior executives to craft marketing and communications strategies to support business outcomes for different departments such as ticketing, events, commercial, and membership.
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New products were launched. New experiences imagined and communicated. New processes defined. Horse racing in Melbourne doesn’t just happen in the spring – the plane flies all year round. Non-race day events, media events, open days, merchandise, new partner offers and more… it is fast paced and it is thrilling. Much like the horse racing itself.
