Auckland Transport

The Challenge:  Provide expert leadership in brand and marketing strategy to support AT's delivery of its ambitious goals and lead procurement of external agencies.  Key to success is providing thought leadership, to elevate the AT brand, champion highly effective communication, and deliver greater revenue from owned media assets and partnerships.

Key Achievements: 
Built the Brand and Marketing Strategy, leading to more impactful marketing, greater identification and targeting of customer segments and audiences, and developed key brand assets to ensure alignment and consistency.   Allowing marketing plans to better respond to opportunities, deliver relevant content and effective communication, strengthen the AT brand and provide guidance to agency partners.  Utilised data and insight to inform the strategy, introduced a trip-based segmentation for better audience targeting, and aligned to the organisation’s ambitions. 
Transformed marketing communication delivering greater cut-through, engagement and connection, surpassing benchmarks, driving significant behaviour change, and leading public transport marketing in Australasia. Built a solid foundation for long-term brand building,  leveraging internal and external agency expertise to develop impactful campaigns, reaching a new standard of effectiveness.  Implemented a well-structured framework providing clear purpose for all communications and established tracking to measure success and provide actionable insights for continuous improvement.
Provided thought leadership and sound decision-making driving impactful change.  Guiding the Out-of-Home Media Services RFP enabling revenue growth and optimisation NZ’s largest Out-of-Home Media Portfolio.  A trusted leader sought out for my ability to navigate differing viewpoints and a dynamic environment, facilitate collaboration, orchestrate initiatives across diverse projects and multi-stakeholders and effectively communicate the collective vision.

Head of Brand and Marketing

The Challenge:  AT required a substantial shift in perception and reputation with Aucklanders.  Key to success was providing transformational vision and strategic direction across marketing and engagement, delivering greater reach and impact with customers and communities, while increasing patronage of public transport and active modes, and revenue generation from owned media assets.

Key Achievements: 
Successfully refreshed and repositioned the AT brand shifting Aucklander’s perception of AT into a modern, dynamic brand, amplifying reach, impact and customer/community engagement, while lifting pride for AT staff.   Drove a strategic transformation of the brand identity (first time in 10 years, developed in-house by Creative@AT at minimal cost, demonstrating visionary leadership, strategic acumen and effective use of insights. 
Led 5 teams (80+ FTE) through an organisational restructure creating greater value for key stakeholders and the organisation with 20% fewer resources.  The reprioritisation of teams and plans led to excellent execution and outcomes of customer and community campaigns and programmes.  Showcased an ability to deal with ambiguity, navigate large-scale organisational and political complexity, and bring people on the journey. Achieved through inspiring, empathetic leadership, building team collaboration and a high performing culture, and optimising operating models and budgets.  
Exceeded targets in road safety and sustainable education initiatives, empowering more Aucklanders and Māori to embrace sustainable modes of transportation and get home safely.  Orchestrated innovative programs including Travel Demand products for businesses, global first community Bike Hub initiative, and interactive road safety game for education and promotion.  Managed competing demands while adapting to complex situations, translated conceptual ideas into impactful initiatives, promoted cultural inclusion, diversity and partnering with police, ACC and Waka Kotahi.

GM Brand, Customer Engagement & Sustainable Transport Education 

Dionysus Investments Limited 

Dionysus is a NZ owned, Asian centric wine business, producing luxury and premium wines from iconic NZ wine growing regions. 

Key Responsibilities:
•	Lead the NZ and Asian marketing strategy, creating value and growth for the brands in multiple markets, allowing Dionysus to compete successfully with a clear competitive advantage.
•	Build a high performing and sustainable business, as a member of the executive team, executing the business plans and lead long term business growth.

Key Achievements:  
•	Significant input into the development of the Information Memorandum for a $5m Capital Raise, providing a detailed representation of the opportunity in a comprehensive document for potential shareholders.  Collaborated with Snowball Effect (equity investment) to prepare the business for the raise and present to potential investors.  
•	Built the 5-year business and marketing strategy, including go to market plans for Japan and China markets. This provided the roadmap for the business, developing distinct product, positioning, and distributor plan for each brand, ensuring consumer-centricity and relevant engagement across markets.  Collaborated with NZTE Beachhead advisors and consultants to gain valuable insights and local knowledge in each market.

Chief Marketing Officer

The Warehouse Group

The Challenge: Implemented complex organisational change, leading 90 marketing team members through an agile business transformation, aligning strategy, brands (The Warehouse, Warehouse Stationery and Noel Leeming) and culture to generate high performance and achieve business objectives. 

Key Responsibilities:   
•	Delivering the strategic view of Marketing expertise for the Group.  Budget $51m
•	Lead and develop 90 marketing chapter members, and 9 Chapter Lead direct reports to create powerful customer outcomes for The Warehouse Group’s 3 key brands.  Chapters included Brand Marketing, Media, CX, Customer Engagement, Creative, Production and Photography.

Key Achievements:
•	Built the company’s agile structure in collaboration with other Chapter Area Leads and Tribe Leads, to allow the business to be customer centric, focused productivity, and speed-to-market and to thrive in the fast-paced retail environment.  
•	Created the strategy and talent capability roadmap for the Marketing chapter area, building a large cross-functional and high performing team, to consistently deliver to quarterly business objectives within their tribes and squads and deliver highly creative and innovative, integrated consumer demand programs.

Chapter Area Lead - Marketing (CMO)

The Challenge: 
Leading with data and insights, transformed and organised all customer facing activity to be consistent and build perception of quality, value and sustainability.  Pivoted at speed during Covid from instore to online shopping and shifting all communication to digital.  Ensuring the brand thrived and remained top of mind for Kiwis.   

Key Responsibilities:
•	Drive the trading business for TWL through effective cross functional collaboration including merchandise and operations. 
•	Own the marketing P&L for The Warehouse, with responsibility for all key marketing metrics. 
•	Develop and deliver the marketing vision and strategy for The Warehouse, owning all marketing plans, promotions and activities, brand development, stewardship, customer experience and instore activation. Budget $31m.
•	Inspire a team of commercially minded marketers that understand the customer, the categories, and the economics of the department, to deliver best-in-class marketing.  8 Direct Reports, 3x Heads of Marketing

Key Achievements: 
•	Transformed The Warehouse brand, leading to increases in NPS, brand preference, market share, growth of key categories, instore and online traffic, basket size, revenue and ROAS.  Driving greater saliency, and having a more meaningful connection with Kiwis, allowed this iconic brand to strengthen and lead in retail, being considered as a quality, value for money and sustainable brand.  Developed a cohesive brand, marketing and digital strategy, consistently delivering insight driven, campaigns and initiatives, supported with engaging in store activations, an optimised omnichannel experience, channel and category mix.

General Manager Marketing, The Warehouse

Asahi Beverages

The Challenge: Transforming the Beer, Cider and Wine portfolio, developing the 5-year strategy, with a focus on digital, social, and experiential marketing. 

Key Responsibilities:
•	Lead the creation and delivery of the strategic plans for 34 global and local Beer, Cider and Wine brands.  Budget $16m.
•	Provide inspirational leadership developing a highly effective marketing team.
•	Build effective relationships with international brand owners exercising stewardship over their brands in NZ.

Key Achievements:
•	Delivered year on year double digit growth across the portfolio (13% F16 v F17, 35% F17 v F18). Developed and executed the 5-year strategic category plans, optimising the brand portfolio by positioning brands under key insight led growth drivers, identifying and executing a profitable innovation pipeline and providing greater brand relevance through an experiential, digital and social focus. Appointed new creative, media & design agencies to enable delivery against the strategy and developed a highly effective team via visionary, authentic and engaging leadership.
•	Increased market share and relevance of the Craft Beer portfolio, repositioned the 3 brands, leading to greater optimisation of brewery resource and significant changes to brand design and range. 
•	Successfully integrated a new category (Wine) and brands (Treasury Wine Estates portfolio, Somersby Cider, Peroni, Grolsch and Pilsner Urquell) into the business, developing robust plans to ensure success (Peroni +25% growth yr. 1, Somersby Cider #1 brand within 2 years)
•	Built strong, authentic relationships with supply chain, agencies and global business stakeholders, being recognised a respected advisor and trusted partner to global brand owners, awarded supplier of the year by Carlsberg.
•	Ignited brand relevance and experience, leading the successful Peroni Volvo Ocean Race sponsorship and activation, the culturally relevant Asics & Asahi sneaker collaboration and innovative, Asahi Izakaya.

Group Marketing Manager

Johnson & Laird Management

The Challenge:  Design and build the Personality Division in recognition of the growing use of influencers and celebrities by brands, creating a new, profitable revenue stream for the business.
Key Responsibilities:
•	Drive the business strategy and vision for development and growth.
•	Development and commercial success of sustainable new business units. 
•	Identify industry trends to create new opportunities for talent both locally and globally.
•	Organisational structure design, process, and implementation.

Key Achievements:
•	Established and built a successful Social Talent business, a ground-breaking initiative in NZ.  Secured globally recognised content creators / influencers and NZ celebrities and successfully negotiating campaigns with large NZ and global brands, Australian and US Tours, publishing deals and network contracts with US Partners and legal advisors.   Leveraged the growth of social and digital campaigns, plus the power of Influencer Marketing for brands in NZ to build sustainable business growth alongside a redesign of the company divisional structure, aligning process and resources.

Director of Business Strategy and Development	

DB Breweries

The Challenge:  Led the development of the international brand portfolio strategy, overseeing all marketing activities for a suite of high value brands, to drive sustained profitable growth.  

Key Responsibilities:
•	Develop strategic plans to ensure ATL & BTL activity, packaging, media strategies and spend is maximised and brand equity measures strengthened. Budget $12m.
•	Lead relationships with key agencies, renegotiate contracts, setting performance measures, reviewing performance, identify opportunities and resolve issues. 
•	Coaching & developing the international brand team, encouraging creative thinking, setting performance objectives, reviewing, and providing feedback and development.
•	Manage Internal & External communications to ensure support from the rest of the business for brand initiatives and build strong relationships with external brand owners. 

Key Achievements:
•	Delivered year on year growth of Heineken (+11%), and Tiger (+35%).  Built the strategic direction that led to Heineken becoming the #1 Premium Beer Brand in NZ.  Developed award-winning, NZ first campaigns, recognised as best practice by Heineken global, and successfully brought Heineken owned brands to market, including Heineken Light.  Aligned Heineken NZ with the global strategy, allowing leverage of campaigns, platforms and product, whilst delivering local initiatives and activations to drive relevance for the brands.
•	Directed and delivered an outstanding Heineken Open Tennis sponsorship for 2013 and 2014 winning several awards for the NZ first Heineken Apartment activation and Baseline event at the 2014 Heineken Tennis Open, providing a fresh and dynamic approach to the tournament.

Pernod Ricard New Zealand

Responsibilities:
• Developing marketing strategies that supports the Four Year Plan objectives including sponsorship, NPD and positioning goals for the NZ market
• Build strong relationship with brand owner stakeholders, both internationally and domestically, for mutually favourable business outcomes
• Achieve volume, profit and market share targets by brand and category/segment.
• Determine national consumer and trade advertising
• Monitor the market to determine trends and consumer preferences to optimise planning, develop targeted markets and determine pricing
• Collaborate with sales to drive promotional effectiveness
• Management of A&P investment to budget 

Achievements:
•	Developed effective marketing strategies for a portfolio of brands across Champagne, Wine and Spirits
•	These strategies led to the delivery of double-digit value growth, including +45% growth for GH Mumm Champagne
•	Developed and presented Campari Distribution proposal to Campari Australia Exec team and was successful in gaining the distribution against 2 other key competitors and incumbent distributors
•	Preparation of brands for distribution including contracts, commercial documents, pricing, marketing plans and material, integrating the brands into portfolio
•	Built strong relationships with brand owners, Campari , MMPJ and Gibbston Valley Wines, working closely to create positive outcomes for the business

Marketing Manager

Lion

Responsibilities:
• Deliver AOP volume and revenue targets within budget and own the CAF (committed annual forecast) process
• Develop, communicate and execute effective strategic marketing plans
• Delivery of monthly and quarterly reviews to BL executive team and LNA board
• Stay connected to the market via regular analysis market data and ensure marketing plans continue to reflect current trends

Achievements:
• Integrated McKenna Bourbon and Inner Circle Rum into Bacardi Lion, ensuring a smooth transition, providing direction to the sales team and broader company and delivered business targets
• Successful execution of ATL and experiential activity, and delivered key sponsorship opportunities 
• Managed the process to create a new communication direction for both Inner Circle Rum and McKenna Bourbon
• Implemented full review of Bacardi Lion creative and media agencies, appointing new agencies to streamline the structure and maximised cost efficiencies
• Led cross functional teams to deliver packaging refresh trans-Tasman

Senior Brand Manager  - Bacardi Lion Australia

Responsibilities:
•	Develop the long-term marketing strategy and annual brand plans, utilising consumer understanding and channel strategies, identifying and incorporating insights and opportunities
•	Develop and implement successful communication and marketing programmes
•	Effectively manage brand budgets, and delivered brand performance results against agreed KPI targets

Achievements:
•	Developed the McKenna Bourbon Spirit & RTD brand from concept to launch, including the brand positioning and strategy, packaging, proprietary bottles, RTD liquid, ATL and BTL campaign
•	Leadership of cross-functional teams and event manager
•	Development and implementation of a world class, experiential communication campaign across multiple touch points 
•	Developed and launched McKenna Energy, a fast change RTD innovation, combining 2 high growth category trends
•	Proactively identified issues and opportunities, briefing research agencies to gain a deeper understanding and developed relevant activity to address the consumer insights
•	Effectively established, managed and reviewed agencies to optimise effectiveness

Senior Brand Manager

Responsibilities: 
• Drive brand performance, achieve volume and GP budgets for the brand portfolio
• Complete strategic marketing plans, operating plans and achieve targeted consumer health measures
• Effective implementation of marketing plans, challenging and analysing effectiveness, driving for continuous improvement
• Manage positive relationships with brand owners, advertising and research agencies
• Effectively develop and manage an Assistant Brand Manager and Brand Manager

Achievements:
• Experience with the full marketing mix with a Kiwi icon brand, one of the world’s top ten spirit brands, and an international premium brand 
• Insight inspired product development which led to my experience being required in Lion Australia
Coruba:
• Following an in-depth qualitative research study, identified the need for, and managed a complete brand refresh, including design, logo evolution, bottle design, brand positioning and communication
• Managed the concept, development and launch of the awarded ‘Get Sponsored by Coruba’ multiple touch point campaign.  The campaign won the following awards:
2005 Direct Marketing Awards: 4 Gold’s and 1 Silver 
OMD NZ Media Awards 2005: 4 gold’s and 1 silver 
Asian Marketing Effectiveness Awards 2006 – Hong Kong: 1 Gold  and 2 Silver’s 
•	Developed various Innovation and NPD as follows:
Coruba Gold: an insight led innovation, creating a new sub category for Rum in NZ, reviving the brand and creating a platform for future RTD innovation.
RTD innovations in growth segments: High ABV, multipacks, 440ml can, and NZ’s first keg RTD  
Appleton Estate:
•	Created and launched Appleton “Gold Partner program” and Academy concept significantly driving sales and distribution in key On Premise accounts
• DMA awards double gold and Marketing Awards 05 Finalist for the Program
Cuervo:
• By using category and segment insights, was able to drive the share to 78% (from 65%) and grow the overall category

Quantum Global New Zealand

Responsibilities:
• Management of the national retail accounts Farmers, Repco and Grocery Customers, across multiple categories including Health & Beauty, Homewares, Small Appliances, Fitness Equipment, Engine Treatments.  
• Developed and executed the strategic marketing plans for core brands   
• Identified opportunities for new products for the NZ market providing cost, margin and profit analysis, promotional plans, forecasting and pricing  
• Provided strategic direction for and managed a team of Sales Brokers and Retail Staff

Achievements:
• Consistently achieved and exceeded monthly and quarterly Sales and EBIT Targets 
• Developed Farmers as a major customer and successfully negotiated ASOTV specific areas in-store and substantial growth of core brands in the Health & Beauty category 
• Gained 100% distribution of a key brand into Grocery (QGNZ’s first brand in grocery)
• Successfully launched new Automotive brands, gaining 100% distribution in Repco (including Das and Appco), Auto One, Woottons, and BP
• Developed and directed the Natural Glow commercial for National TV and managed the media plan

Sales & Marketing Manager

Experienced GM and Senior Business leader who demonstrates strategic agility, a dynamic growth mindset and inspiring leadership.  A proven history of successfully transforming and revitalising prominent brands, developing insight-led, customer-centric strategies that deliver effective customer outcomes and leading change management in complex environments. Career success in leadership roles in multinationals, large NZ organisations and scaling start-ups across diverse sectors, including FMCG, Retail and Public Sector, proficient in agile and matrixed business models. 

KEY COMPETENCIES & ACHIEVEMENTS
Strategic Thinking:  Transformational brand and marketing strategies, bringing thought leadership, critical thinking and operational excellence to complex business environments.  Skillfully integrating creative, insights and data-driven thinking to deliver innovative and impactful solutions, ROI, long-term brand building, competitive advantage, revenue and growth.

Executive Leadership:  In multinationals and NZ businesses, managing large teams in matrixed and agile organisations.  An honest, empathetic and inspiring leader, adept at building and leading high-performing teams where ideas and people thrive. 

Customer:  At the core of all strategic decisions and initiatives, leveraging deep customer insights to develop and execute impactful marketing strategies. Meeting customer needs by optimising customer journeys, product development, and customer experience initiatives.  Anticipating and adapting quickly to market trends and changing customer preferences delivering innovative products and campaigns that resonate with target audiences.

Transformation:  Extensive experience in brand, portfolio and marketing transformation, successfully leading initiatives across local, multinational and iconic brands. Repositioning brands to shift perception, increase market share and revenue growth, and engaging customers through impactful campaigns.  Facilitating significant business transformation and organisational change.

Stakeholder/Relationship Management:  Navigating complexity within large organisations, building networks, developing valuable, sustainable relationships and partnership.  Strong storytelling, presentation and communication skills, engaging and influencing diverse audiences, including board members, key internal and external stakeholders and partners.

Commercial Acumen:  Effectively managed significant budgets and optimised tight budgets for maximum effectiveness and ROI.  Successfully led RFP procurement processes for creative and media partners.

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