Specialising in marketing strategy and implementation.
Tracey has performed marketing strategy development and implementation across many industries including banking, engineering and construction, FMCG (food and beauty), telecommunications, retirement and aged care, manufacturing, franchising and business coaching, learnings from which she continually draws upon to develop thorough and effective marketing strategies.
Tracey is experienced in developing marketing campaigns from the most simple solutions which involve newsletters, radio ads and social media posts, through to multi-channel campaigns which require a full suite of marketing strategy and implementation - generating creative concepts and writing supporting copy; building advertising schedules which integrate with digital and social platforms; briefing design, media buying and research agencies; and in-depth post-analysis and reporting.
With a Bachelor of Business in Marketing and a Diploma of Digital Marketing, Tracey has also studied Neuro Linguistics Programming (NLP) for the purpose of gaining a greater understanding in both buyer behaviour and stakeholder management.
Tracey is comfortable with managing a budget from the most modest through to the most generous. She can be relied on to keep to budget and provide post-analysis which shows how required KPIs and business goals have been achieved.
On a personal level, she believes in honesty and doing a job well. Tracey has a friendly and professional personality and is highly organised with strong attention to detail.
Campaign Coordinator - Inland Rail (2022 - 2022)
Campaign content / creative assets - liaise with internal teams and external design agency to assist with campaign asset production and asset approvals processes post-production; package campaign assets and prepare communications for campaign talent; perform QA checks to ensure campaign content is accurate, on-message and on-brand; contribute to the creative direction and production of TVCs / OLVs.
Campaign delivery - liaise with external agencies (creative and media buying) to refine media schedule and ensure correct dispatch of artwork for advertising across digital, social media, press, out-of-home, cinema, TV and radio; manage campaign WIP schedule and ensure actions are completed to deadline.
Budget - track campaign budget and ROI; manage budget forecast spreadsheets.
Campaign performance - collate campaign performance data; prepare presentations to communicate campaign performance against KPIs.
Logan City Council
Marketing Coordinator (2018 - 2021)
Roll out new corporate logo - communicate the brand rollout internally; coordinate the update of all collateral; provide recommendations on brand style guidelines.
Support development and implementation of new City brand campaign – brief ad agency and manage advertising schedule; recommend venues for video shoots; assist at video shoot and provide recommendations for final video and still artwork; work with internal digital team to develop digital campaign; create leadership update reports and presentations; liaise with external design agency to create campaign collateral and artwork; liaise with external agency to develop campaign website.
Campaign development – recommend and implement marketing campaigns including digital (Facebook ads and posts; website content; design of new brochure websites; Google Ads; App push notifications), collateral (printed and digital brochures and flyers), advertising (press, magazine, billboards, radio, shopping centre billboards), Guerilla Marketing (pavement stencils; street art; magnet drops etc), events and branded merchandise.
Media planning and buying – recommend media schedule to clients and liaise with external agencies to purchase and manage the media buy; post analyse results and recommend relevant adjustments to future media schedules.
Liaise with Graphic Designers – submit design briefs to the internal Design team (see ’campaign development’ above for example of mediums); manage approvals process with clients; provide final elements to clients or Ad Agencies.
Client management – act as first-point-of-contact for all marketing related questions and requests, and liaise with other experts as required to provide answers and solutions to clients.
Senior Sponsorship Campaign Manager (2017 - 2017)
(a) QLD Cricket Community Sponsorship
Community events: liaise with QLD Cricket and Branch Managers to plan and deliver public events (eg. Sheffield Shield Match in Cairns; cricket season launch event in Brisbane’s King George Square; etc); source and book contractors to perform in the mascot suit; post analyse success of each event and communicate results to key internal stakeholders.
Community Champions Program: work with Sales and Branch Managers to establish and grow Branch relationships with Community Cricket Clubs through the Community Champions Program (this program provides product discounts to Cricket Club Members and donates funds to the Club based on CUA products taken up by their Members).
QLD Cricket Staff and Players offer: work with Product Managers to update product offers for the new season; update cua.com.au website and print collateral with new offers and promote to staff and players through QLD Cricket newsletters; communicate changes to CUA staff via intranet and internal comms.
(b) Brisbane Heat BBL/WBBL Season Sponsorship
Brisbane Heat BBL/WBBL media, promotions and digital plan: contribute to the review of TVCs, social media videos & content, consumer competition and member ticketing offers.
Digital Marketing: manage the design and delivery of the new season’s webpage on cua.com.au, and coordinate social media promotions of member ticketing offers and community events with the Social Media Manager; update intranet on sponsorship activities and communicate activities to staff as they rolled out through internal comms channels.
CUA stand at the Gabba pre-game: liaise with QLD Cricket to have the CUA stand in the park outside the Gabba gates prior to each BBL/WBBL game; schedule branch staff to man the stand and talk to fans as the walk into the Gabba; coordinate for the delivery of merchandise and product brochures to the Gabba for use on the stand.
Merchandise: source and order hats and shirts for CUA staff and merchandise for giveaways at the CUA pre-game stand and to premium guests in the CUA Pool Deck and VIP Rooms; source PO approval and facilitate invoice payment in line with sponsorship budget.
(c) School Fun Run Community Sponsorship
Work with CUA Branch staff, the Sponsorship Activation Consultant and the School Fun Run Director to ensure the effective completion of the 2017 media program (The Morning Show Advertorials).
Provide Branch staff with brochures and merchandise as required for School Fun Runs in their local areas.
Work with key internal stakeholders to review the first year of the Naming Rights Sponsorship program and recommend the program’s format for the second year of sponsorship.
Senior Marketing Advisor (2015 - 2017)
Digital Marketing – design and implement digital / social media strategies for client events, including posts / articles on FaceBook, Twitter and LinkedIn; live-stream phone camera and 360-degree video via Periscope / Twitter; post-analysis of statistics; train staff in using LinkedIn.
Brand and Market Engagement – design and deliver client brand campaigns to position AECOM as future thinkers and leaders in Digital Technologies, using client events and thought leadership (written and video) promoted via Industry Associations, social media and other digital mediums; manage budgets and communicate KPIs achieved from campaigns.
Thought Leadership – work with Technical Leads to write Thought Leadership materials that support brand goals; distribute via Industry Associations, social media and other digital mediums; establish relationships with key Industry Associations and maximise speaking and written opportunities for Technical Leads that both build their personal brand and strengthen AECOM’s brand.
Market Intelligence – research, analyse and circulate competitive marketplace conditions and industry trends to inform brand and client relationship strategies.
Client Account Management – support the CAM Manager by training CAM teams in writing to brand guidelines, and developing their personal branding on LinkedIn.
SalesForce – set up all key Brand campaigns in SalesForce; work with CAM teams to update contact details for all key clients in SalesForce.
Marketing Advisor (2015 - 2015)
Press advertising – ensure correct placement of press ads; liase with external graphic design agency to create new press ads; advise on advertising spend.
Online advertising – monitor statistics of TriCare’s website and all paid website advertising; advise on advertising spend; assess new website advertising options.
Expos – book appropriate industry expos; design stand layout including brochure selection; create processes to collect lead contact details, and design and implement follow-up procedure.
Sponsorships – work with Retirement Village Managers to choose and implement local sponsorships (e.g. bowls clubs, golf clubs etc).
Brochures & other marketing materials – monitor stock levels and order when running low; work with photographer, graphic designer and Retirement Community managers to update brochures, pull-up banners and expo stand materials; recommend and facilitate ordering of branded gift items;
Quality Assurance – send satisfaction survey out to all new Retirement Community residents, and record and distribute feedback; send out annual Quality Assurance Questionnaires to all Retirement Community residents, manage responses and communication back to residents, and create and distribute a Management report on feedback.
Reporting – create monthly sales and marketing report which summarises marketing activity across all mediums (including google analytics on TriCare site and all key paid websites) and sales activity.
Marketing & Communications Manager (2013 - 2014)
Direct reports – two Marketing Specialist/Designers.
Business Processes - developing and executing an Annual Marketing Strategy Plan in line with key goals of all Principals across seven offices; identifying target markets and suitable media through which to communicate key business offerings.
Bid Management - providing non-technical text for bids, proofing all bids, and adding design elements to ensure they are professional and in line with brand guidelines; supporting bid teams in keeping to deadlines.
Clients - writing text for all collateral (including brochures, HR materials, internal and external newsletters, advertisements, staff profiles, case studies and event materials) and managing the internal Designer through the design and print process; managing all QLD website content; conducting market research; managing client information seminars and other client events (including eDm invite process); writing and distributing press releases.
HR support –developing collateral and stand designs for university recruitment fairs to support the recruitment of graduates.
Financial – developing, managing and reporting on the marketing budget; managing promotional material stock and cost; approving and managing all sponsorships and donations.
Product Manager - Value Added Services (2012 - 2013)
New Product assessment - specifying market requirements for current and future products through gathering and analysing consumer and business segment insights; developing businesses cases for the introduction and investment in new products.
Marketing development and implementation - preparing and seeking organisation commitment to an annual marketing plan for the portfolio; producing product marketing material and website content, product policy and process documentation.
Budgets - ensuring the achievement of profitability (EBITDA) budgets and forecast revisions for three key products across all sales channels; preparing product budgets, forecasts, and constantly analysing and monitoring product profitability and performance.
Stakeholder management - working with cross functional colleagues to ensure sales support material and learning packages are developed and leveraged across the Group; identifying, developing and maintaining external supplier relationships for the portfolio; collecting client research; working with the operational divisions to ensure the maintenance of appropriate product quality and process standards.
Sales support - providing subject matter expertise on the product for both internal and external parties.
Diploma of Digital Marketing (2016)
Chartered Institute of Marketing
Bachelor of Business - Marketing (1994)
Central QLD University
Campaign Strategy, Campaign Management, Digital Marketing, Marketing Strategy
Government & Public Administration, Manufacturing, Professional Services