Neil W

Spearheaded end-to-end marketing strategy development, aligning resources and content creation to enhance customer journey and drive market differentiation.

Utilised data-driven insights to innovate marketing activities, focused on the owned customer segment and email channel.

Led a team, fostering collaboration across marketing, design, digital, and product functions to achieve strategic goals.

Directed customer marketing campaigns for 10 annual prize home lottery draws, enhancing brand narrative and customer engagement.

Managed budgets, forecasting and KPIs, driving performance improvements and revenue growth through targeted marketing communications.

Key Achievement: Successfully developed and implemented an array of customer engagement strategies, campaign management, and lifecycle and marketing automation programs, reducing attrition by 12%.

Received recognition as recipient of ‘ANZAC Spirit’ Award.

Versatile marketing generalist with a strong digital-first and customer-centric emphasis, assisting companies address gaps in their business and help their marketing thrive.

Fractional CMO and outsourced services focused on creating, managing, and delivering successful marketing initiatives, supporting organisations in cost control while elevating brand awareness and customer engagement.

Digital presence management with WordPress, Hubspot CRM, and various social media and email platforms.

(Short contract) - Leading Financial services organisation, merged with Sunsuper in February 2022 to form Australian Retirement Trust.

Part of Member Experience, responsible for B2B and B2B2C.

Planning and prioritisation for the annual and quarterly business marketing roadmap.

Use customer insights to define campaign strategy, through to execution, with focus on retention and customer engagement.

Ownership of the Why QSuper for Employer brand platform.

Led direct and indirect reports to create continuous improvements for content, paid, and owned media

Key Achievement: Delivery of multiply campaigns and cross functional projects.

Leading cybersecurity managed service provider Intalock was acquired by Spirit in December 2020 (tenure impacted by acquisition).

Assessment of marketing function and delivery of strategic plan to build modern marketing foundations for cybersecurity managed services provider brand.

Drove innovation with the introduction of a productisation framework in cyber security.

Established relationships with vendor partners and executed marketing initiatives, managing MDF budgets to drive brand and lead generation activity.

Spearheaded the merger of marketing functions, with the new parent of the company, establishing a brand platform, operational efficiencies, and new resources.

Key Achievement: Developed marketing framework ready for integration with new owners.

Developed and implemented the state marketing strategy for the business including the planning of annual programs and activities, organisational goals alignment, identifying sales objectives, and undertaking B2B industry campaign activities. (tenure impacted by corporate downsizing).

Orchestrated cross-business programs by building relationships with State Sales, National Marketing, and Business and Government delivery areas that locally built demand generation and advocated the brand reputation within the state.

Collaborated with the Consumer team to create and distribute tactical marketing and communications to support enterprise technology and telecommunications solutions offerings.

Developed strategic partnerships and account-based marketing approaches to deliver customer-centric and sales enablement activities, plus C-suite thought leadership conferences, sponsorship, and event initiatives.

Key Achievements: Successfully led the state based, end-to-end sponsorship project activations and demand generation initiatives for Gold Coast 2018 Commonwealth Games, Asia-Pacific Cities Summit, and Brisbane Lord Mayors Business Awards.

Australia’s leading publisher of market leading news brands (tenure impacted by downsizing and acquisition by 9 News).

Oversaw the engagement experience for customer retention and growth for subscriptions impacting The Age, Sydney Morning Herald, Brisbane Times, and AFR brands. Provided leadership and direction to a team of four.

Orchestrated new business strategy, content creation, planning, and campaign executions across the customer journey through editorial content development, digital innovations, and monetised email programs.

Applied data-driven decision making and collaborated with vendor partners, data insights, developers, and editorial content teams to define, experiment, and steer persona customer segmentation program.

Improved Marketo automations with Salesforce lead score integrations including lead demand generation and sales pipeline optimisation with the Commercial Media team.

Key Achievements: Increased member engagement by 27% through editorial content development and digital innovation.

Delivered email news monetisation strategy leveraging data analysis and behavioural persona customer segmentation.

(2 year contract) Part of Telstra Innovation Products Marketing (TIPM) business unit.

Analysed partner relationships and new product development of smart wi-fi and omni-channel digital signage retail offering, as part of Telstra Innovations Product Marketing.

Gathered data and insights to identify market opportunities, competitor landscape, and trends to develop a new product development roadmap and define the value proposition.

Enabled Proof of Concept trials with McDonalds, Coca-Cola Amatil, and stadiums, procuring and negotiating major third party content licenses.

Key Achievement: Secured senior stakeholder endorsement that delivered a Go-To-Market product launch outcome and transition of new offering internally within the timeframe.

Global diversified entertainment company Film and DVD Distribution, Cinema Exhibition, Theme Parks and Marketing Solution businesses (tenure impacted by downsizing).

Devised and executed the digital transformation strategy, storytelling and narrative development, integrated cross channel campaigns and branded content development for entertainment business, including social media platform consolidation.

Lead team of three streamlining processes and overseeing agency campaigns, budgets, and resources across paid advertising, display, social media, and mobile integrating digital, physical, social media and retail channels.

Strengthened relationships with digital sales channels Apple and Google.

Key Achievement: Executed $250k budget to transform digital capability with a new platform encompassing a new website roll out with video, CRM / email, social media, and mobile integration that increased digital revenues by 76%.

(12 month contract) Leading global FMCG brand and one of the largest bottlers and distributors of non-alcoholic and alcoholic ready-to-drink beverages.

Secured leadership endorsement of strategic program for Coca-Cola Amatil (now Coca-Cola Euro Pacific) digital marketing concept meeting stated objectives, market trends, opportunity identification, and key B2B retail trade and sponsorship partner activities.

Innovated and deployed strategic communications initiatives to deliver a major innovative digital loyalty program.

Key Achievement: Created and launched CCA Clubhouse, a consumer loyalty and trade promotional platform, acquiring 30k members in the initial two weeks and 500k in the first year, transitioning to internal trade marketing unit.

Wholesale business unit of leading telecommunications brand.

Revitalised and established content, data, and online mobile offerings and marketing strategies through 3rd party providers that increased usage, revenue and market share.

Lead team of three directing strategic review and improved plans for innovative new product development (NPD), content and data services, IPTV and revenue driving initiatives.

Key Achievement: Successful launch of multiple portfolio products, including mobile data and content value-added services (VAS) growing incremental revenues by over 100%.