Tracksuit

Head of Marketing

Tracksuit is a brand health tracking SAAS business that provides beautiful, radically affordable and always-on brand tracking. We created Tracksuit because it's difficult and costly for growth marketers to demonstrate the value of their brand-building efforts and make the case for investment. 

Tracksuit is NZ's fastest growing, early-stage tech start up and we're currently scaling globally.

Marketing & Customer Lead

aglow

aglow’s SaaS technology drives business transformation for the beauty industry, making beauty memberships the new normal.

Board Member

The Face Place

As CMO of NZ's leading cosmetic medicine center, my role is to champion total marketing performance across acquisition, engagement and retention, developing a world-class brand strategy. This is a senior role providing strategic advice and support to the CEO and GM. I lead and mentor a high-performing marketing team to continue the delivery of best-in-class, data-driven marketing. 

- Lead the 360-degree marketing strategy to drive growth/retention and to ensure a unique brand positioning in the global beauty industry (using in/outbound marketing across channels such as SEO, SEM, SMS, CRM, email, web & social media)
- 2IC to GM / Member of leadership team
- Drove 10% revenue growth year on year for the past 4 years
- Transformed all digital touchpoints to ensure efficiency and consistency in customer service excellence across a range of complex service verticals (both B2B and B2C)
- Improved customer journeys through marketing automation and targeted messages (lifecycle, event and behaviour triggered) balancing both customer value and business value
- Managed external agencies and internal resources to develop integrated brand campaigns, including using storytelling & PR to build brand awareness and affinity against mainstream chain providers (franchise model)

Chief Marketing Officer

Acting General Manager, covering a medical leave.

- Motivation, management and leadership of 26 staff
- Crisis change management during Auckland's second lockdown
- Ensured smooth running of the multi-site practice on a day-to-day basis and in line with the direction of the business and its directors
- Introduced and project managed roll out of mental health & well-being initiative to increase motivation, sense of well-being, development and performance. This included presenting to directors, staff internal surveying, EAP service roll out and comms to give the team the tools to first ask R U OK? Roll out of internal surveys to manage success, showing 25% uplift 
- Created robust roadmaps and policies to prepare the business for ongoing closures
- Planned and executed new team structure strategy to accommodate separate bubbles across multi-site practice, minimising risk for further outbreaks, in line with business and team needs
- Onboarding and induction of team members including employment agreements, staff and leave rosters, training needs etc

Acting General Manager

I took on the dual role of Brand Manager for The Face Place, and Marketing Lead for Dr Cat Ltd. to drive product diversification and revenue expansion. This created growth in booking capacity, trust and demand for other service providers at The Face Place and global 1:1 and 1:Few high LTV opportunities for the Dr Cat brand. 

- National marketing initiatives across all channels to drive brand awareness, engagement and retention
- Production (content creation, design, printing and distribution) of Dr Cat's first book, Grow Younger and More Beautiful as You Age: Paperback and Kindle, gaining nation-wide awareness and media coverage 
- Successfully achieved our goal to drive Dr Cat's book into best seller status, achieving #1 best seller on Amazon in 5 different categories; Adulthood & Aging, Women's Health, Cosmetics, Aging, Beauty & Fashion Skin Care
- Built sales funnels (using Click Funnels) to champion Dr Cat's online programs, achieving 37% conversion rates across multiple funnels, with both low and high-priced ticket items
- Leveraged Zenoti (CRM) capabilities to extract meaningful trends, segment databases and deliver key messages to appropriate markets

Brand Manager

Her Career

Our ambitious goal is to create 1 million empowered moments by 2025 for women to accelerate their career, money and network. We’ve made headway on this ‘female network’ by offering content, experiences and 1:1 mentorship with a brand rooted in empowerment and equality. 

 Key responsibilities
- Set the company vision, strategy, and goals; develop a B2C & B2B product offering, alongside our COO
- Manage all finances, management, marketing and brand health guidelines
- Execute all marketing related activity, from designing marketing collateral to hosting webinars & events

Key achievements 
- Finalist in Westpac Business Awards for People’s Choice, 2019
- NPD including the following digital products; CV coaching (hosted on Teachable), long and short form 1:1 mentorship, freemium podcast channel, money/financial wellbeing and leadership development programs for both B2B & B2C markets
- As part of our education-based content strategy, I produced, hosted, and launched the Her Career Podcast, debuting at #1 in both the ‘careers’ and ‘business’ category on iTunes within 24 hours of launch (June 2020)
- Pitched to over 100 senior professionals to set up a senior mentor team, offering expert 1:1 mentorship
- Built a lead scoring system to efficiently convert B2B & B2C leads into paying customers based on signals of intent
- Created over 200,000 ‘empowered moments’, tracked via podcast listenership, 1:1 mentorship, digital event attendance and web traffic 
- Built brand awareness and brand story through like-minded campaign partnerships; e.g Hatch Investing
- Grew an engaged, private community to 650+ across Australasia, with a total audience of 7k+ across LI, FB, IG, eDM etc

Founder & Host of Her Career Podcast

DB Breweries

Activation and Sales

Head of Marketing at Tracksuit

Hi, I'm Mikayla 👋 I build brands people can’t stop talking about. Currently taking Tracksuit to the world.

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