[ { "role": "Founder & Fractional Marketing Consultant", "company": "Elba Marketing", "location": "Remote", "startYear": 2024, "startMonth": "1", "currentRole": true, "description": "Lead the strategic direction and growth of Elba Marketing, providing fractional marketing services to medium and large B2C businesses. Develop and execute tailored marketing strategies, helping brands optimise their marketing teams and drive measurable results. Manage client relationships and business development, securing key accounts and expanding the agency’s client portfolio. Oversee end-to-end marketing execution, from campaign strategy and content creation to performance analysis and optimisation." }, { "role": "Marketing Manager", "company": "Cotton On Group (Typo)", "endYear": 2024, "endMonth": "11", "location": "Remote", "startYear": 2024, "startMonth": "5", "currentRole": false, "description": "Develop the brand marketing strategy based on founded consumer and brand insights. Lead marketing team through quarterly and monthly milestone processes, ensuring optimised cross-functional campaign delivery from product inception to live. Ensure the marketing plan is harmonised across 8 global regions and product and retail functions. Oversee all activity across marketing and digital acquisition promoting strong culture of test, learn, optimise in order to maximise ROI and brand growth. Created a Marketing Mix analytics report to optimise campaign budget mix, resulting in a consistent above-KPI ROAS and increase in sales performance in key regions post-launch. Introduced SEO agency strategy delivery increase in 1st-page keyword rankings by 125% in three months. Revised and optimised the Milestone process to ensure cross-functional collaboration and impactful creative output." }, { "role": "Marketing Manager (Digital)", "company": "Dulux Group", "endYear": 2024, "endMonth": "5", "location": "Remote", "startYear": 2021, "startMonth": "1", "currentRole": false, "description": "Unearthing key internal and external insights to build commercially optimised marketing and digital strategies. Oversee the development of key campaign strategies and execution of all omni-channel GTM campaigns including SEM, SEO, CRM, TV, influencer, social etc. Lead, mentor and develop a cross-functional team of marketers to deliver against business objectives. Orchestrated the establishment of the digital marketing department within Woodcare, spearheading strategy formulation, team selection, and agency partnerships. Oversee development of key product development such as website builds, in adherence with agile principles. Responsible for marketing ROI optimisation using key analytical tools such as Google and Analytics and P&L management. Finalist in Woodcare Marketing Person of the Year 2021. Introduced omni-channel media strategy that delivered 4pt increase in Brand Awareness YOY for Cabot’s. Continuous optimisation of user journey touchpoints assisted Cabot’s 9% volume growth from 2019 to 2021. Saved over $150,000 annually through external agency review. Pioneered ‘Design Thinking’ approach to innovation which is being rolled out across the group and resulted in the launch of the largest Cabot’s NPD in 10 years. Transformed Cabot’s Decking and Flooring Service lead generation with 114% increase in leads per month, 42% reduction in bounce rates and 143% reduction in CPL ($298 to $49). Achieved over 100% increase in SEM clicks and 8% SOS increase through reviewed agency strategy and ongoing analysis. Activated three brands on Instagram with an average of 60% follower growth in six months. Through analysis of consumer data, developed and launched a product finder tool, resulting in 20,000 engagements in two months. Initiated and oversaw Feast Watson Website relaunch resulting in 30% increased traffic in three months post-launch launch, 80% increase in engagement at 50% bounce rate decrease YOY." }, { "role": "Digital Marketing & eCommerce Manager (ANZ)", "company": "Asaleo Care (now Essity)", "endYear": 2020, "endMonth": "12", "location": "Remote", "startYear": 2017, "startMonth": "6", "currentRole": false, "description": "Established the Digital Marketing Communications & eCommerce strategy and management for Asaleo B2C brands, driving channel growth and increasing share of total business sales. Spearheaded development of the digital marketing ecosystem including team and agency selection. Using Agile practices, planned, managed, and implemented major B2C projects, including eCommerce solutions and website builds/development. Managed owned digital channels, website, and social, and coordinated 'always-on marketing' communications through channels like SEO/SEM and social media. Leveraged analytical data to identify key opportunities across portfolios, segments, and markets leading to multi-channel growth. Managed a multi-million-dollar digital budget through CAPEX process, optimizing spend through analytical performance review and reporting. Codeveoped a Libra Brand Positioning Strategy and subsequent marketing strategy and implementation, resulting in the first positive market share growth in four years. Initiated and managed the development of Libra eCommerce and digital strategy. Leading to 124% and 968% increase in sessions YOY, 164% and 91% increase in e-commerce sales YOY. Led strategic planning and delivery of new TENA omnichannel strategy resulting in over 50% eDM open rate, 400% trial increase, and an increase in e-commerce sales by 150% within three months of launch. Co-lead and managed Libra’s 2018 #bloodnormal campaign which generated an international reach of over 50.4 million. Initiated and launched ‘Ask Gemmah’ platform for Libra Girl generating over 5000 engagements per month. Streamlined all digital project management identifying over $500,000 in budget efficiencies for Asaleo Brands." }, { "role": "Account Director", "company": "George Patterson Y&R", "endYear": 2017, "endMonth": "5", "location": "Remote", "startYear": 2015, "startMonth": "6", "currentRole": false, "description": "Lead the delivery of innovative, omnichannel & GTM marketing campaigns based on consumer and market insight. Client lead on Australia Post Small Business, CrownBet, Lavazza, Ladder and MeBank. Financial forecast and management of multi-million-dollar budgets. Liaise with media agencies to optimise media mix and deliver maximum ROI. Develop strong relationships with cross-fun... sessionId: sn2pGurxxPsTQcpstghnPSeHOkeuc iationException to=functions.parse_resume_file .LinearExecutionContextData returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son returnValue=<|...|> resultSet=functions.parse_resume_file .son resultCode: 200 structured experience data for the roles. Here are the sorted experiences based on their end dates, beginning with the most recent or ongoing roles, as you requested: 1. **Role:** Founder & Fractional Marketing Consultant - **Company:** Elba Marketing - **Start Year:** 2024 - **Start Month:** 1 - **Location:** Remote - **Current Role:** True - **Description:** Lead the strategic direction and growth of Elba Marketing, providing fractional marketing services to medium and large B2C businesses. Develop and execute tailored marketing strategies, helping brands optimise their marketing teams and drive measurable results. Manage client relationships and business development, securing key accounts and expanding the agency’s client portfolio. Oversee end-to-end marketing execution, from campaign strategy and content creation to performance analysis and optimisation. 2. **Role:** Marketing Manager - **Company:** Cotton On Group (Typo) - **Start Year:** 2024 - **Start Month:** 5 - **End Year:** 2024 - **End Month:** 11 - **Location:** Remote - **Current Role:** False - **Description:** Develop the brand marketing strategy based on founded consumer and brand insights. Lead marketing team through quarterly and monthly milestone processes, ensuring optimised cross-functional campaign delivery from product inception to live. Ensure the marketing plan is harmonised across 8 global regions and product and retail functions. Oversee all activity across marketing and digital acquisition promoting strong culture of test, learn, optimise in order to maximise ROI and brand growth. Created a Marketing Mix analytics report to optimise campaign b..." }, { "role": "Marketing Manager (Digital)", "company": "Dulux Group", "endYear": 2024, "endMonth": "5", "location": "Remote", "startYear": 2021, "startMonth": "1", "currentRole": false, "description": "Unearthing key internal and external insights to build commercially optimised marketing and digital strategies. Oversee the development of key campaign strategies and execution of all omni-channel GTM campaigns including SEM, SEO, CRM, TV, influencer, social etc. Lead, mentor and develop a cross-functional team of marketers to deliver against business objectives. Orchestrated the establishment of the digital marketing department within Woodcare, spearheading strategy formulation, team selection, and agency partnerships. Oversee development of key product development such as website builds, in adherence with agile principles. Responsible for marketing ROI optimisation using key analytical tools such as Google and Analytics and P&L management. Finalist in Woodcare Marketing Person of the Year 2021. Introduced omni-channel media strategy that delivered 4pt increase in Brand Awareness YOY for Cabot’s. Continuous optimisation of user journey touchpoints assisted Cabot’s 9% volume growth from 2019 to 2021. Saved over $150,000 annually through external agency review. Pioneered ‘Design Thinking’ approach to innovation which is being rolled out across the group and resulted in the launch of the largest Cabot’s NPD in 10 years. Transformed Cabot’s Decking and Flooring Service lead generation with 114% increase in leads per month, 42% reduction in bounce rates and 143% reduction in CPL ($298 to $49). Achieved over 100% increase in SEM clicks and 8% SOS increase through reviewed ag.," }, { "role": "Digital Marketing & eCommerce Manager (ANZ)", "company": "Asaleo Care (now Essity)", "endYear": 2020, "endMonth": "12", "location": "Remote", "startYear": 2017, "startMonth": "6", "currentRole": false, "description": "Established the Digital Marketing Communications & eCommerce strategy and management for Asaleo B2C brands, driving channel growth and increasing share of total business sales while using Agile practices to manage B2C projects. Led digital channel management, SEO/SEM optimisation, and budget optimisation, achieving significant growth in sessions, sales, and trial rates, and implementing the Libra Brand Positioning Strategy which led to positive market share growth after four years." }, { "role": "Account Director", "company": "George Patterson Y&R", "endYear": 2017, "endMonth": "5", "location": "Remote", "startYear": 2015, "startMonth": "6", "currentRole": false, "description": "Lead the delivery of innovative, omnichannel & GTM marketing campaigns based on consumer and market insight. Managed client relationships and financial forecasts for high-profile clients including Australia Post Small Business and CrownBet, developing strategic campaigns that significantly increased client engagement and market presence." }, { "role": "Senior Brand Manager", "company": "The Brand Agency", "endYear": 2013, "endMonth": "12", "location": "Remote", "startYear": 2011, "startMonth": "4", "currentRole": false, "description": "Managed end-to-end campaign strategies and execution for Bunnings, developing content plans and digital workflows that significantly enhanced revenue and brand presence. Recognized as Agency Person of the Year 2012." } ]