Nicky W
Marketing Strategist
A marketing strategist helping organisations achieving revenue success with expertise in grant, bid and tender writing and management
Summary
With over 15 years of commercial and not-for-profit experience, her skills are well suited to strategic marketing challenges. Whether it’s a new product or service, falling revenues, or growth opportunities Nicky can provide structured thinking embedded in both theory and real-world experience.
She is not afraid to ask difficult questions to get to the heart of the problem and bring tenacity and rigour to the table while creating innovative solutions to business challenges, an important attribute when both time and resources are tight. Her strike rate for identifiying untapped revenue streams and managing and executing bids is 100% success.
Her experience is global and homegrown, covering the UK, USA (North America in particular), Europe, and Asia/Pacific. She has led both small and large change initiatives in the business development sphere and many of her previous roles have been based on SMEs looking for growth or staving off the competition.
Experience
UNE Partnerships
Director of Sales, Marketing and Partnerships (2022 - 2024)
Leading the sales, marketing and business development team to deliver revenue success including managing highly competitive tenders in addition to the traditional revenue generating opportunities through marketing tactics
Abacus Research
Owner (2020 - 2022)
Strategic market and user research.
Organisational consultant on strategic marketing planning.
Social impact practitioner.
Wesley Mission Aged Care
Head of Marketing and Communication (2019 - 2020)
Improve customer acquisition and retention through creating new customer journey maps.
Implement new marketing stack content tools.
Implement new marketing stack content tools, plan and execute a new EDM communication chain.
Oversee new revenue generating opportunities from concept to execution and measurement.
Australian Institute of Personal Trainers
Chief Marketing Officer (2017 - 2019)
Increase organisational profitability, reduced learner attrition and placed the brand at the forefront of learner choice in the health and fitness sector.
Increase lead volume by 15% with lower costs, and maintained margins through optimised content flow.
Manage inbound and outbound sales/call centre teams to create an effective overview of profitability, both in Australia and internationally
Improve online search spend effectiveness through the use of behavioural metrics and re-marketing.
RSL Care
Segment Development Manager (2014 - 2017)
A first for this large not for profit, my role was to act as an internal consultant to all service areas and find new ways to improve profitability, align operational growth streams and identify missed revenue opportunities.
Developed key communication pathways to improve customer engagement
Developed customer segmentation modelling to speed up time and lowering cost of customer acquisition
Led on four stategic tenders with 100% success rate to a total value of $12M
Implemented a new first response call system for over 1,800 residents and managed the Call Centre (Interim)
Created an employer brand and internal communications strategy
Qualifications
BSc Organisational Behaviour (2010)
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MA (Distinction) Strategic Marketing (2010)
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PhD Communication Technology (2010)
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