Nicole P

Charged with setting the strategic direction for marketing to drive growth, increase awareness around fertility, empower women and men to make life-changing decisions and differentiate the Genea brand in a crowded market not only with consumers but also with referring healthcare professionals.

Operating in a tightly regulated, highly competitive, and complex healthcare environment, Nicole was required to constantly redefine Genea’s communications approach to capture “share of journey”.

A member of the senior leadership team and responsible for overall brand management of the group which consisted of five brands operating in markets across the globe in three distinct sub-industries in the healthcare space – IVF, medical devices and consulting.

Understanding that a detailed knowledge of the customer, strong stakeholder engagement, leading a well-networked team of 14 specialist marketing professionals and exceptional agency partners are essential enabled Nicole to drive many innovative and highly successful campaigns.

Responsible for management of the consumer marketing channel, leading a team of marketing professionals encompassing events, digital, PR, design and in-bound sales.

Built effective marketing campaigns by interpreting complex clinical information into compelling content and calls to action which in turn drove quality leads seeing double digit growth year-on-year.

Led the branding and productisation of key pathology and IVF services which simplified our offerings and further differentiated Genea in the market.

Implemented the re-brand from Sydney IVF to Genea and subsequently the brand architecture which positioned the company for its’ future direction and strategy – a pivotal moment in Genea’s history.

Sitting at the table as a customer, this role required strong influencing skills and a thorough understanding of the customer. Having been in marketing, the deliberate move to customer experience provided Nicole with a unique view and appreciation for the importance of the marketing and operational alignment in corporations.

Business unit engagement and a commercial focus were crucial to ensuring continued relevance and profile for the role. With a strong culture of customer centricity, she was seen as a key stakeholder in many critical projects that helped achieve a positive differential in customer satisfaction rating to the average of the ‘Big 4’.

Projects driven in the role include the improvement of online DIY EasySwitch to increase salary credits, direct debits and deepen relationships to create more Main Financial Institution customers. Development of Customer Satisfaction Toolkits for branch managers focusing on key drivers of satisfaction identified through Roy Morgan bespoke research. Online Account Opening as part of the Internet Banking project saw ease of account set-up. Development and management of the ‘Great Service’ site for the St George Group.

Brought in at the start-up phase of the highly successful salary packaging business, the role created a unique opportunity to help build the only corporate based franchise in the Harvey Norman group under the direction of the COO.

Responsible for creating and executing the brand’s new look and feel, collateral, website in addition to key account management and campaign design, Nicole generated over $2.6M in sales during the first 3 months and also saw 25% increase in new corporate customers.

Working closely with retail franchisees nationally, the computers buying team, in-house agency and key financier, campaigns were designed to drive increased uptake of salary packaging services by employees of large corporates such as Qantas, McDonalds, Visy and Stockland. This included designing and launching customized websites for staff to enable simplified approval and purchasing processes.

The marketing challenge was shifting brand perception from retail to corporate facing. Strategic campaigns included direct mail, eDMs, trade press advertising, PR and trade-show sponsorships.

Training and procedures were crucial to the success of the program and meant regular contact with franchisees and client-side Employee Benefits Managers to ensure customer satisfaction remained at the optimum to build advocacy amongst customer employees.