Digital & Direct Marketing
Way before the inception of 'digital marketing' there was paper direct mail. The secret sauce for developing customer relationships was founded in crafting a personalised, targeted message to the individual recipient. I worked with the region's largest Banks, Insurers, Retailers, Utilities and Government Departments to leverage their 'BIG DATA' to present highly targeted and compelling offers. During this time our team received numerous ADMA awards, and I was awarded an "Honorary Woman of Distinction" for my contribution to the industry.
Multichannel marketing emerged, and I led the Product Portfolio at Salmat in this space. From Fly Buys to Origin Energy, Tabcorp to Myer, as well as CBA, NAB and ANZ, we created holistic marketing programs that helped big brands improve their customer engagement. Using data analytics, modelling and targeting we achieved exciting ROI outcomes.
Entering the age of Digital Marketing I was well equipped to meet the demands of channel proliferation. Continual learning and industry education ensures that I remain informed about emerging channels and marketing automation opportunities.
Currently I am exploring how applications in Virtual and Augmented Reality, together with the use of video, can increase effectiveness of the marketing mix.
The Business Process Outsourcing (BPO) industry is the business behind all of the major brands in the region. The industry has a role of governance and stewardship to uphold and protect the brands of their clients. For twenty years I worked for the leaders in the BPO industry, namely SEMA, HPA, Salmat and Fuji Xerox. I had a crucial role in understanding and delivering on the brand promise of some of the most well known businesses in the region.
As Head of Marketing at Fuji Xerox I had the exciting and challenging task of re-branding the Salmat business in 2011. Fuji Xerox is a 'Top 50' global brand. This involved immersions in Tokyo and Singapore with training in Brand Management. I was responsible for delivering and managing the brand across 10 sites in Asia and Australia, in 4 languages.
Parallel to this I created a start-up consumer brand, Little Minx Milestones, which is an E-commerce gift store. Together with an amazing foodie friend I also Co-Founded NEST Nurturing Gifts, a B2B corporate gift service. This included logo and brand personality creation, design of their CVP & USP, websites and social media pages, merchandise and packaging.
I am now working with start-ups to design and launch their brands, building them a position of trust in the market, and maximise their customer acquisition programs. For existing brands I help to refine their look, feel and positioning to be more effective and cohesive across all touch points.
board & advisory Capacity
Having over fifteen years of management experience, and recently completing an MBA, opportunities to contribute in a Board and Advisory roles have naturally evolved.
Currently I am serving on the boards of:
Bringing commercial acumen, P&L management experience and a passion for customer centric strategy development, I am an enthusiastic and hard working board member. Also strongly committed to mentoring, I advocate that it is our duty to support and nurture those developing their careers in the industry.