Ali C

Ground up marketing campaign development and implementation for this leading Australian not-for-profit organisation. Responsible for a complete revamp and realignment of all marketing activities

including rebranding, product positioning, formulation, implementation, and management of 15 multi-channel on and offline promotional campaigns.

Bringing all creative, campaign development, and management in-house and taking autonomous ownership and direction of all on and offline media including print, TVC, radio, and outdoor from planning, and creative concept development through to production and placement. Also all online campaign development, execution, and management.

Developing new, more lucrative supplier relationships.

Reaching and exceeding targets ahead of time and well below budget in a difficult marketplace.

Responsible for marketing strategy formation and general strategic direction of this fledgling but fast-growing registered Australian environmental not-for-profit organisation.

Coordination and direction of a number of volunteers and donated resources. Public relations management and interface with related charitable organisations including establishing various strategic alliances.

Brought in to provide marketing impetus and guidance to new business initiatives. Revamping and rejuvenating campaigns with a special focus on underperforming projects and assets for improved efficiency and effectiveness. Utilisation of extensive online and new media.

Marketing, media planning, management and strategic planning, and consultancy for a variety of clients. Trading as ‘Pure Initiative’ as well as providing outsourced marketing services to multi-award winning creative agency ‘The Creative Collective. Regular clients include:

Sunshine Coast Regional Council.

Parker Property Group Qld.

The Tannery (NZ).

Off The Plan Group QLD.

Storage Choice QLD.

AP Air (UK).

Bought in to win, retain and manage high-profile new clients.

Concept, creative and strategic direction, problem-solving, and idea generation. Later, working with clients to identify contingencies and strategically plan for the launch of various new development projects and product initiatives.

Managing ongoing liaison with client and agency account coordinators and external suppliers/contractors in execution of plans, promotional campaigns and new product development.

Responsible for bringing new ideas and strategic market-focused thinking to otherwise traditional

business practice. Lending experience to the companies’ property interests at feasibility, design, project management, and marketing levels. Providing high-level strategic and creative support to:

Pharmaceutical exports to China, Taiwan, Singapore and Vietnam.

Promotion and distribution of a wide range of imported consumer goods.

Extensive property development and investment portfolio.

Concept, feasibility, project, and business planning of various new retail initiatives.

A freelance consultant working on various assignments:

Developed and launched brand, public relations, and ongoing marketing strategies for highly successful new business ‘iStations’ and repositioned ‘The Wellington Company’.

Identified and pursued and secured new clients, alliances and venture capital for successful ‘iStations’ launch and franchise venture.

Returned to this previous employer to take up responsibility for marketing four new inner city commercial office and retail developments and a new events venue.

Key person responsible for business concept, plan development, project planning and execution for formerly condemned and redundant heritage building now fully restored and operating as a successful events venue.

Managed brand repositioning and development, and on and offline B2B & B2C media campaigns for

this telco software provider.

Managed all aspects of the transition from former brand and corporate identity to new.

Managing advertising and PR agency to successfully raise brand and product profiles.

Composition and submission of all corporate public relations.

Media Liaison.

Company spokesperson.

Provided ‘hands-on’ management and strategic vision to stabilise the struggling business. Working with

owners to redefine the company goals and implement systems for change and improvement including

rebranding, promotional plan development, recruitment and training, and new standards of service

delivery and reporting. Renegotiation of supply contracts. Instigating and project management upgrades in onboard facilities in a limited budget and time frames.

Recruited and collaborated with new staff to improve customer service and retention, achieving an 85% renewal rate in the form of forward bookings for the following season and a 400% increase in the new customer base.

Oversaw advertising, trade shows, industry/networking events, and targeted print/media campaigns driving new business development and market expansion. Responsible for all public relations.

Composed and submitted press releases published in the ‘Wall Street Journal’.

Worked on B2B marketing campaigns for TeleServices division. Responsible for managing product launches, and training seminars communications across European operating companies.

Successfully collaborated with sales managers throughout Europe to effectively launch freephone 0800 and premium 0900 products.

Introduced the first interactive CDRom based sales training tool in six languages providing a template for portable computer-based training company-wide.