Highly Rated
Sandra P

Sandra P

Chief Marketing Officer

A highly regarded strategic marketer, with brand, communications, & customer experience expertise, enhanced by strategic & business planning skills.

180 days completed Joined February 2022
Cemoh Profile


Specialist in reviewing and providing strategic advice around marketing and "go to market" options, strategic communications, brand strategy and development, and customer experience frameworks. As a previous P&L leader Sandra also has robust skills in strategy and business planning, transformations and business integrations and is an expert in CX and all of the elements of the CX mix.



Head of Supporter Experience (Contract) (2023 - 2024)

Heading up Supporter Experience team, inclusive of Data Insights and Analytics, SX work program, Retention and Loyalty, heavy involvement in business planning, outsourced contract management and facilitating focus groups. Digital Marketing team reporting, Call Centre management.

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QLD Business Chamber

CX Consultant (2022 - 2022)

CX Consultancy

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Asthma Australia

CX Consultant (2021 - 2022)

Worked with CEO and Exec Leader Marketing and CX at framing up new CX approach. Provided guidance and partnering around CX insights collection and collation. CX and Customer Strategy and coaching and training for staff on CX essentials

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National Seniors Australia - Brisbane

Executive GM– Marketing, Membership and Strategic (2018 - 2019)

Led Marketing, Communications, and Brand Strategy, introduced Customer Experience and Engagement programs, elevated Branch engagement initiatives, introduced digital strategy frameworks, initiated a new approach to strategic partner program to drive revenue growth, and transitioned call centre management to outsourced model as cost-out initiative, instigated a fresh approach to fundraising, introduced new KPI-based external agency deliverables, championed community and member input into policy creation. Chaired member committee.

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Endeavour Foundation

Executive GM, Marketing, Comms, Strategy/ Busines (2015 - 2017)

Led Marketing and “Go to Market” initiatives, including a public education program around the NDIS. Established digital marketing framework including website and social media, led the marketing support for $3m annual fundraising program which grew revenue by $800k p.a. Established new strategy and business planning dept and new planning cycle process. Established CX framework and program to ensure a high level of input and advocacy for clients and their families. Educated and partnered with the Board around all disciplines including reputational risk around brand, digital and customer complaint management. Developed online staff training program for customer engagement.

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Bolton Clarke, Brisbane

National Manager Marketing and Customer (2014 - 2015)

Championed a strategic marketing approach to educating consumers around new consumer-directed care model to meet new regulatory requirements. Elevated fundraising, bequests and donations focus. Developed brand strategy and evolved website to enable more self-initiated engagement for clients. Led marketing program to support increase in sales revenue across aged care and retirement living sites. Led Board through redevelopment of brand and customer communications strategy.

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Dept of Trade (Austrade)

National GM – Marketing, Brand & Communications (2012 - 2013)

Led Marketing and Communications across the Trade, Investment and Education portfolios. Accountable for “Brand Australia” across Growth and Emerging, East Asian, and Established markets as well as PR and Media relations, Internal comms, partner comms. Accountable for fifty staff offshore & stakeholder management with Tourism Australia, state economic development boards and trade ambassadors and their offshore teams.

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Mission Australia

National Manager Marketing & Fundraisin (2009 - 2010)

Contract role – Led transformation and refresh of fundraising and marketing portfolios. Led development of new fundraising campaigns, National appeals, corporate giving, major gifts, bequests, and call centre role in direct giving increases. Grew fundraising appeals by over $650k over two campaigns. Revised volunteer acquisition and loyalty programs.

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Head of Strategic Marketing & Stakeholder Manageme (2007 - 2009)

Developed strategic marketing plan for direct insurance claims business. Partnered with RACV on strategy planning process. Set up new stakeholder engagement program with claims partners and third parties. Introduced KPI’s and customer measures.

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Vendor Finance – Sydney

Marketing Director (2005 - 2007)

Managed the P&L – revenues of $90m including direct sales, third party sales, finance, risk, and marketing. Initiated third-party sales program and strategic partner program.

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AGC Finance

Marketing Director (2004 - 2005)

Led the integration of AGC Finance business ($900m portfolio) from Westpac – ANZ. Managed portfolio through grandfathering phase and transition of back-end systems and over five hundred personnel. Member of due diligence team and risk assessment prior to acquisition. Initiated fee income focus and grew revenues by $80m.

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GE Capital Finance, Sydney

VP Marketing and eCommerce (2000 - 2007)

Led the strategic marketing, brand development and eCommerce portfolios across ANZ. Led the strategic planning process for five business units. Launched GE Capital brand for the business across ANZ.

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Business Bank – Sydney

Head of Customer Marketing (1997 - 2000)

Led Marketing team of segment managers with accountability for agribusiness, deposit accounts, small business and home business, women in business, medium businesses. Chaired internet and product development committees, as well as a full range of marketing and comms functions. OPEX of $32m.

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Telstra Corporation, Sydney, and Melbourne

Head of Marketing, Head of Sales Strategy, Head o (1991 - 1997)

OPEX of $45m, 150 staff, multiple locations, marketing to direct customers and third party through Telstra shops, dealer network. Member of CEO blue sky strategy development team. Established Fly Buys as Telstra’s first partner loyalty program.

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Key Skills
Brand Strategy Marketing Analytics Marketing Strategy Market Research
Diploma in Strategic Planning (2010)

Harvard Business School

Change Acceleration Certified (2003)

GE Croton Ville, USA

Six Sigma Green Belt Certification (2003)

GE Croton Ville, USA

Diploma in Business Management (2000)

University of Technology Sydney

Diploma in Direct Marketing (1988)

ADMA, Sydney

Bachelor of Arts and Business (1985)

University of Canterbury, New Zealand

Key Industries
Health Care & Social Assistance Insurance & Financial Services Not-For-Proft