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Work Background
OMD AustraliaMarketing and Business Development Director
Apr. 2022Sydney, New South Wales, Australia
DashdotMarketing Manager
Jun. 2021 - Jan. 2022Sydney, New South Wales, Australia
GroupeeCOO, Marketing Head & Founding Shareholder
Nov. 2019 - Dec. 2020Sydney, AustraliaI was brought on as head of marketing in 2018 when the product was still in the concept phase. Being in on the ground floor allowed me to influence the development of the product UX and UI with a long term marketing lens, ensuring Groupee would be set up for success. I was tasked with developing the branding platform, including 'look and feel', company/product messaging, and tone of voice; this would form the basis for all communications and marketing collateral across all Groupee touchpoints (in-app, website, social, advertising, onboarding, and emails). In my senior leadership role, I was responsible for formulating Groupee's go-to-market strategy for customer acquisition, retention and growth, including:
- working with award-winning agency CHE Proximity to develop the advertising and media launch campaign.
- Strategising and managing internal teams to develop and implement PR activities, brand partnerships, social media, influencers and always-on paid media. - Developing and implementing consumer onboarding comms and nurture streams using marketing automation software Marketo.
- Developing consumer educational video content. - Strategising and working with game designers to create a framework for a loyalty program. I was recognised for my big picture thinking, commercial acumen and broader strategic business skills and promoted to chief operating officer, encompassing all facets of the business. Responsibilities included:
- Developing the Groupee financial model to determine product pricing, budgets (operational and marketing), targets and forecasting to achieve profitability.
- Analysing technical solution partner proposals across payments, banking, customer service, and compliance, helping negotiate costs. - Assist in managing the implementation of technical solutions.
- Building out customer service/help desk solutions integrated into app and web.
- Providing business updates and recommendations to board members and investors.
SLASH & COMarketing, Advertising and Media Consultant
Jul. 2018Sydney, New South Wales, Australia
GroupeeHead Of Marketing
Jul. 2018 - Nov. 2019Sydney, Australia
HYLAND | Acquired by HAVAS Group August 2020Creative Department Head & Account Director
Feb. 2015 - Jul. 2018Sydney, AustraliaI joined Hyland initially as a Senior Account Manager to be the sole client service lead for the newly formed creative department. In addition to building out the creative service offering, I was in charge of managing the team of Art Directors, Designers and production partners. I was quickly promoted to Creative Department Head and Account Director, and over the course of 4 years, I successfully evolved the service offering from production only to a fully-fledged, highly profitable creative lead department. I solidified Hyland as a full-service agency that offered a holistic, integrated approach to client briefs encompassing media, creative and social. Key responsibilities included:
- Leading agency department - Management of key client accounts.
- Collaboration with agency leads, including strategists, planners and creative directors on campaign briefs. - Internal relationships management across media and social teams. - Leading ideation sessions and developing strategic and profitable campaign solutions.
- Management of department financials, including P&L.
- Management and training of team (senior account manager, art director, designers and production coordinator). Formats include: TVC, OOH, Print, radio, online video, social, digital, web and app Key clients: Coty Australia (Rimmel London, Clairol, Bourjois, Sally Hansen, Calvin Klein fragrances, Chloe fragrances, Marc Jacobs Fragrances) Olympus, Ausbil, Church and Dwight (Nair, Batiste, First Response) More details on Hyland agency here https://www.adnews.com.au/news/sydney-l-ve-virginia-hyland-on-scaling-her-own-agency
HYLAND | Acquired by HAVAS Group August 2020Senior Account Manager - Creative
Jan. 2014 - Jan. 2015Responsibilities: - Account management
- Department head management - Responding and rationalising to client briefs.
- Ideation and presentation of creative concepts to clients.
- Jobs scoping, cost estimates and management of project budgets.
- Producing and management of end-to-end delivery of campaigns.
- Set up, development and streamlining of agency processes and production workflow - management of digital designers, developers, editors, film crew, audio studio and talent agencies. - Setup of job costing and studio management system Streamtime.
- Converting new business leads to ongoing clients. - Management of the day to day administration and operations of the creative department. Formats include: TVC, OOH, Print, radio, online video, social, digital, web and app Key clients: Coty Australia (Rimmel London, Clairol, Bourjois, Sally Hansen, Calvin Klein fragrances, Chloe fragrances, Marc Jacobs Fragrances) Olympus, Ausbil, Church and Dwight (Nair, Batiste, First Response), Waterford Crystal, Royal Doulton, Natuzzi.
Ikon CommunicationsDigital Manager
Jul. 2013 - Jan. 2014Responsibilities:
- Development of integrated digital media strategies.
- Client brief recommendation and presentations.
- Implementation co-ordination of digital media plans.
- Digital campaign budgets management
- Digital ad space Negotiation
- Collaboration with internal departments to deliver fully integrated campaigns.
- Tracking of digital campaign performance.
- Analysing campaign metrics and preparation performance reports, and providing recommendations.
- Monitoring of market trends and identifying new digital opportunities. Key clients: NIB, Horticulture Australia Limited (Bananas & Avocados), Estee Lauder, Clinique and Caltex,
HyperboleAccount Manager / Producer
Aug. 2010 - Jun. 2013Responsibilities: - Primary point of contact for all clients. - Implementation and delivery management of client campaigns. - Directing and management of creative teams, edit studio, sound studio and production crew
- Management of projects and production including sourcing suppliers, creative resource allocation, scheduling and delivery of projects - Development and strengthening of cleint relationships and proactively identify opportunities to deliver value Formats include: TV, online video, radio, OOH, POS and digital Key clients: Lend Lease, Paramount Home Entertainment, Live Nation, Activison, Warner Music, Universal Music, Chugg Entertainment and Finnair
Media ContactsDigital Media Coordinator / Planner Buyer
Apr. 2008 - Aug. 2010Responsibilities:
- Planned, managed and implemented digital media campaigns
- Negotiated advertising media deals with key publishers - Developed reports and presentations on the effectiveness of digital campaigns with a view to continually optimized to improve performance
- Analysed clients’ competitor activity and key market trends, developed and presented key insights Key clients: Optus, Tourism Northern Territory, Red Cross Blood Service, Salvation Army & Hoyts
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