Hollie Anne M

• Developed marketing and communications plans for Yakima including the Rack ‘Em Up and Prorack Aerodeck campaigns, targeting key personas, across Meta, YouTube and Google. These campaigns resulted in increased traffic to retailers, ‘find a stockist’ on yakima.com.au, and strong brand engagement.

• Developed value propositions and copy standards (messaging) for NPD, and communicated across customer touch-points.

• Developed the content framework to manage the social media, email and content strategy and drove the process internally.

• Managed the brand ambassador and influencer program to generate brand awareness and engagement and content creation.

• Created quarterly marketing campaigns such as ‘Win the Ultimate Basecamp,’ partnering with Yeti, enabling brand engagement and significantly increasing email sign ups.

• Managed partnerships including 4x4 Australia and Australian Geographic Adventure to reach select audiences. Additionally, CSR initiatives, working with MYST and The Fly Program.

• Developed press releases and developed relationships with the media to generate consumer and trade PR.

• Supported Yakima at events such as the National 4WD show.

• Developed and approved all brand and marketing copy, messaging and creative.

• Managed the marketing budget and spend.

Conducted in-depth market research to launch a digital gold token and crypto exchange.

Worked with BTC Markets on partner marketing plans for the Meld Gold digital token.

Created ettle's marketing strategy utilising consumer and market research to attract crypto novice and Algorand curious customers.

Created personas, and an integrated marketing plan with digital marketing, partnerships and educational content at its core.

Created the 'ettle' brand design, working with a Brisbane design agency, alongside brand guidelines.

Created an information (pre-platform launch) website.

Created partner marketing plans, leveraging the broader Meld Ventures network and external partners (Aikon, Algomint, Tinyman).

Created a marketing resource roadmap for marketing hiring and agency requirements.

Created a marketing budget for launch.

Mentored the General Manager of a fast-growing frozen food business, Rice King, operating across Australia.

Provided guidance in all aspects of marketing, in particular new branding, marketing strategy, and development of a new website. The mentee won the mentoring opportunity through an American Express Business competition.

Called a ‘Must Read’ by Horse & Hound, featured by the Pony Magazine, achieved a best-seller ranking in several Amazon book categories.

Managed the Marketing Materials category globally, including coaching and developing a team, working with global stakeholders, and working in a fast-paced and agile environment.

Responsible for creating the marketing strategy and key growth initiatives, resulting in over $60 million in revenue growth.

Created personas for key customer groups and embedded them through the organisation.

Repositioned the Marketing Materials category, creating a new value proposition and integrated communication strategy, targeting both core and higher-value customers, and managing the customer lifecycle. Including a new TVC, outdoor campaign, content, digital (paid, organic search), social media, email marketing activities.

Developed more profitable promotional concepts, trial offers, adjusted pricing, and reassurance levers, leading to an increase in trialers.. Work with the GTM and analytics teams to analyse ROI and performance.

Launched higher quality NPD through conducting customer research, contributing $25M in revenue, improving category repeat rates and customer satisfaction scores.

Developed business cases, working with partners to develop revenue and profit goals for products.

Led cross-functional teams to manage the product roadmap, from conceptualisation through to go to market.

Transformed the eCommerce customer experience, improving ease of use, cross-sell/upsell (highly profitable).

Created and embedded content online (Design Tips, Guides, How to’s) and developed quality photography.

Increased visibility of reassurance levers including ‘Guaranteed’, Design Services and affordable, quick

shipping on all consumer touch-points.

Created the European partnerships department, and developed the strategy aligning with EU and US

stakeholders. Valued Red Bull assets with a media agency (IEG), including Redbull.com, Youtube, social

media, events, and talent. Created collateral with clear sponsorship tiers (A,B,C) and case studies.

Identified a pipeline of compatible partners with synergistic or complementary positioning. Managed

partnerships from concept to execution, including Adidas, Microsoft, HERE, and Pirelli, value £10M. Eg.

Developed the Adidas ‘Open all winter’ partnership, co-creating and sharing Adidas content to the Red Bull fan base, via Redbull.com, YouTube, social media, and email.

Developed the Red Bull Mobile value proposition for the UK, working with Vodafone, and conducting customer research to develop a differentiated proposition with compelling tariffs and World of Red Bull benefits eg. Red Bull TV, games, cinema tickets, event/club access, and money can’t buy experiences. Developed the Airtime retention concept to reward and tap into core Red Bull drinkers.

Created the marketing and communication strategy leveraging Red Bull activities Eg. SIM card sampling at Soapbox event, World of Red Bull TVC tag, outdoor campaigns, aligning with Red Bull headquarters and

Vodafone for launch.

An aspirational equestrian brand with annual sales of +£500k and a global customer base. With a premium product range, intuitive customer experience, highly visible trust and convenience factors. Marketed through sponsored riders, digital, social media, and content marketing activities.

Championed the ‘Over 50’s’ segment across Europe. Enriched and simplified a TNS segmentation with U&A research, developing 360 degree profiles, embedding across the European organisation through country roadshows.

Developed the annual innovation portfolio for the ‘Over 50’s’ segment, creating a simple customer value proposition and communication strategy to address Orange’s biggest and most loyal customer segment.

Worked with agencies such as Ideo and Clear to develop Internet Starter, refine Orange Care to address ‘Over 50’s’, segment Home Automation and FIFA Euro 2012 propositions, value + €300M. Worked with local and EU stakeholders for the alignment of innovation.

Increased segment ARPU and equipped 4M customers (10%) with the internet, PAYM, and CARE services.

Simplified the customer experience across all customer touchpoints and marketing communication.

Developed segment benchmarks and reporting for ROI and analyse performance, working with analytics and CCI. Managed the segment marketing research budget.

Repositioned the Nature Valley brand for the UK, identifying consumer insight to create a new brand

architecture and creative/communications strategy. Nature Valley became the top-selling snack bar, achieving £22M in revenue.

The communications strategy included a new ‘Inspiration from Nature’ TVC and ‘Where’s your Nature Valley?’ tagline. Appointed Ben Fogle as a brand ambassador, developed partnerships with the Telegraph and Guardian newspapers gaining extensive brand coverage, also Time out, Asics, Ramblers, and Golfbreaks. Created www.naturevalley.co.uk and developed a partnership with the AA for access to their walking routes.

Conducted customer research to develop NPD including Trail Mix, four new crunchy flavours, Sweet & Salty, and new packaging for the UK.

Managed the brand development team, ensuring all marketing and promotional activity was integrated and developed into the annual brand plan. Evaluated all brand marketing activities with CCI for ROI.

Managed the budget, brand forecasting, and negotiated with suppliers for inclusion into the yearly budget.

Launched Nature Valley into the convenience sector and Waitrose (test market achieving £6M in revenue).

Developed ‘sell in’ presentations utilising consumer and shopper insights (from the US) and creating tailored launch toolkits (POS, planograms, etc).

Conducted promotional analysis, developed the trade PR strategy and campaign, achieving coverage in

magazines such as The Grocer. Managed the trade marketing budget, negotiating with suppliers for inclusion into the yearly budget.

Managed trade marketing for national accounts - BWS, Liquorland, Vintage Cellars, Dan Murphys.

Developed BTL promotional concepts through understanding shopper behaviour, resulting in new product listings and preferred supplier status with Woolworths. Including Jacobs Creek Sparkling Rose Spring Racing Carnival giftpacks, Coles Wine redemption calendar, World of Whiskey gift packs, and 187ml fixturing.

Managed NPD and Christmas pack timelines and forecasting and organised trade and brand events.

Category Analyst Analysed category and shopper data, generating category growth recommendations,

leading to increased sales and profitability. Retail Operations Specialist Managed in-store trials and

conducted training nationally, promoting product availability. Territory Manager Represented Gillette products in retail outlets. Highest sales person of the year organising a large promotion around Gillette’s Formula 1 sponsorship, setting up a sidewalk sale, and partnering with a local car dealer to run a car give-away competition.