Resume
I am a passionate, driven, creative marketing leader with close to 20 years experience. As an expert in Marketing for places, spaces and destinations, I’ve recently returned to Australia after contributing towards the Kingdom of Saudi Arabia’s Vision 2030 for three years at the Diriyah Giga-Project.
My most recent role was not only that of a Strategic Marketer delivering to a global standard, but most importantly, that of a teacher to the Kingdom of Saudi Arabia’s future leaders. I pride myself on my ability to build multi-disciplinary teams and took great pleasure in leading and mentoring aspiring Saudi talent, teaching them technical know-how, building their personal confidence, and enabling independent thought leadership so they felt equipped to succeed in this new visionary environment.
Diriyah Company
02 2021 - 05 2024
Acting Director - Brand Marketing
Associate Director - Retail Marketing
Division: Brand Marketing
Role: Acting Director, Campaigns, Partnerships & Activations
Responsible for establishing a new work-stream that delivers creative solutions for end-to-end brand touch points with the objective of creating integrated, cohesive and commercially successful brand presence. This included, campaigns, brand partnerships, brand activations, event and exhibition design, collateral, content and branded merchandise.
Division: Retail Marketing
Role: Associate Director, Retail Marketing
Headhunted as a global talent in retail development, mixed-use and destination-based marketing to establish the retail marketing division, prepare Bujairi Terrace for opening and launch Diriyah Square globally.
Freelance Consultant
09 2019 - 05 2021
Marketing, Communications & Social Media
Client: Dexus Brand: 80 Collins Melbourne / QV Melbourne
Engaged as a consultant to manage Marketing, PR, Social & Digital activity for 80 Collins (Luxury mixed-use; Retail & Hospitality), and to execute the opening strategy and develop the website. In addition, provision of support on projects for QV Melbourne and 80 Collins Retail Management as required.
Client: Rakuten Kobo Scope: Social Media AU/NZ
Retained as the Australian Social Media lead to manage the Social Media Strategy, Community Management & Content Planning for Rakuten Kobo, the eBook, e-Reader, Audiobook division of the 5th Largest eCommerce company in the world – Rakuten.
Key results whilst managing the region:
Increase in Facebook engagements by over 2,300% yoy
Increase in organic Facebook impressions by over 1,300% yoy
Dexus
03 2019 - 07 2019
Senior Consultant
Marketing Manager
Brand: QV Melbourne
Appointed as a Senior Consultant to oversee the fulfilment of all day-to-day functions of the team including, but not limited to, all marketing communications and digital-related activity for the Melbourne portfolio of retail assets including: 'QV Melbourne' (retail, commercial & residential) and 'Galleria Melbourne' (retail & commercial).
Whilst acting in the role of Marketing Manager, I conducted a full departmental review of marcoms plans and activity, realignment of strategic direction, budgets, agency/vendor mix and introduction of effective workflow and project management tools – all of which were highly commended by the Regional Asset Manager and Senior Stakeholders.
Colliers International
01 2017 - 02 2019
Head of Marketing Department
Marketing Manager
Brand: St. Collins Lane - Luxury Retail
Employed to manage all Marketing, Communications, Branding and Digital for St. Collins Lane, a luxury retail mall on Melbourne’s famous Collins Street – managed by Colliers International, owned by JP Morgan Asset Management.
This Marketing Manager role was particularly challenging but all the more satisfying due to the ‘distressed’ nature of the J.P Morgan owned asset. I was tasked with the establishment of all marketing processes and procedures, and to re-launch the brand with the overarching objective to increase revenue and footfall.
During my tenure, I was personally awarded the highest accolade in my field; a National Marketing Award for ‘Brand and Partnerships’ for Season of Style, by the Shopping Centre Council of Australia for ‘Season of Style’; I increased Mall foot traffic MAT by 60%, Sales MAT by 75%; grew Instagram and Facebook followers by 70% and 60% respectively.
Furthermore, I established a full onsite concierge function, elevating the physical customer experience to align with the retail mix and brand positioning of a luxury mall. This involved a tenant engagement strategy and an online portal for tenant community engagement.
Dexus
09 2016 - 12 2016
Consultant
Marketing Manager
Brand: Southgate Melbourne
Engaged as a consultant to manage the Marketing, Communications & Digital function in the role of Marketing Manager during the sale of the property. This is known as a challenging period of transition for tenants, leasing and management so was a great opportunity to provide support and leadership to the team.
Whilst fulfilling this role, I implemented a stakeholder engagement strategy that prioritized reestablishing trust and confidence amongst tenants. This resulted in higher participation in the precincts’ campaigns/activations and in-turn increased sales and foot traffic for the asset.
Sands Macao
08 2014 - 05 2016
Senior Marketing Manager
Personally recruited by the Vice President of Retail Marketing as the Marketing Lead for the Luxury Mall; Shoppes at Four Seasons in Macao, China SAR.
I was relocated from Australia for this role, and quickly adapted to the market, successfully executing my first major campaign in just 2 months – the launch of the re-developed Shoppes at Four Seasons luxury mall with international mega-star David Beckham.
This success enabled my progression to a strategy-based role where I managed commercial projects for the Retail Business Unit, working closely with the Global Head of Retail. I was tasked with ensuring Sands Retail was progressive and competitive globally and locally (Macao/Hong Kong/China).
During my term, I launched the first online-to-offline (Omni-channel) e-commerce platform for malls in the region and project managed the build of wireframes for a WeChat mini shopping app partnering with brands such as Tiffany & Co, Versace, Furla, MCM, and Jimmy Choo.
Styling celebrities for events and red-carpet appearances fueled my love of fashion, whilst hosting celebrities and VIP’s gave me the opportunity to engage and built my confidence in VIP/Senior stakeholder engagement.
GMHBA
09 2013 - 08 2014
Digital Marketing Lead
Brand: Frank Health Insurance
My role was to lead all digital acquisition and retention communications and support traditional marketing activities for the e-commerce brand 'Frank Health Insurance'.
STOCKLAND
09 2012 - 09 2013
Assistant Marketing Manager
Brand: Point Cook Town Centre
Appointed as the Assistant Marketing Manager of a Retail Town Centre Asset in Melbourne's growth corridor. This was a challenging asset that occupied 4 separate buildings on a crossroad, requiring customers to cross outside to shop across the different precincts.
DIVERSITAT
04 2011 - 05 2012
Communications Team Leader
Department: Corporate Services - 6 Brand Portfolio
Recruited to manage the marketing and communications for the Diversitat corporate brand portfolio and the event marketing for Pako Festa Street Festival.
CITY OF GREATER GEELONG
10 2009 - 03 2011
Departments: Art & Culture / Corporate Strategy
I was contracted to execute the community engagement and corporate strategy function for the City of Greater Geelong local government office. At the conclusion of the contract, I was then transferred to the Art & Culture Unit as the Communications Officer.
News Corp
11 2007 - 03 2009
Marketing Services Team Lead
Brand: Geelong Advertiser Group
Employed to manage the Marketing Services department responsible for planning and executing all B2B marketing, to support the sales efforts of the advertising team.
Telstra Corporation
02 2006 - 11 2007
Marketing Specialist
Business Unit: Telstra Country Wide / Sponsorships
I was hired and accepted into the Telstra Graduate program during the final year of my Bachelor degree. I quickly progressed to a Marketing Specialist role.