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Work Background
NEOMHead of Marketing - NEOM Islands (Consultant)
Sep. 2023 - Jan. 2024Sharma, Tabuk, Saudi ArabiaManage the marketing ecosystem including strategic partners, agencies, and operators. Create and implement innovative and results-driven marketing strategy across ABL and BTL channels to attract UHNWI, yacht owners, affluent explorers, golfers, and marine adventurers for Sindalah. Successfully developed CRM and campaign strategy to increase database acquisition to drive conversion. Monitor and analyse campaigns, measure effectiveness, and optimize performance. Leading a team of marketing, communications, digital and events specialists to deliver best in class performance strategy to achieve forecast revenue. Key stakeholder management across three hotels, golf club, beach club, marina, yacht club, sports club, 38 international F&B concepts and 51 premium and luxury retail brands. Development of Sindalah brand guidelines and comprehensive e-commerce site driving revenue to generate over 50,000 visitors with a target revenue of over 1 billion SARS for year one. Foster relationships with corporate marketing teams, agencies, media partners such as Robb Report, operators, yacht charter companies, tourism partners and operators, trade shows attendance, and other stakeholders to maximize promotional opportunities and foster strategic collaborations.
ECF Management ConsultantsDirector - Sales, Marketing, and Experiential Events
Apr. 2023Australia/ Europe/ Middle EastGrowth marketing, strategic sales and customer experience agency specialising in hospitality, tourism, FMCG and corporate sector. - Customer loyalty acquisition
- GTM business development strategies and business transformations.
- Account management
- Marketing communication and digital strategies. - Special events creative, production, budgeting and venue management.
Supreme Committee for Delivery & LegacyHead of Marketing and Communications FIFA World Cup Qatar 2022™️ Accommodation
Apr. 2022 - Mar. 2023Qatar
Supreme Committee for Delivery & LegacyMarketing and Communications Manager FIFA World Cup Qatar 2022™️ Accommodation
Jun. 2021 - Apr. 2022QatarHead of marketing & communication for all official Host Country accommodation. Responsible for the planning, management, communications and marketing activities for FIFA World Cup Qatar 2022™️ accommodation. This encompasses all digital, brand, e-commerce, content, commercial, public relations, media management, social media and events strategic development and delivery. Oversee and manage the FIFA World Cup 2022™ Accommodation Agency (AA) and responsible for the official accommodation website whilst working closely with the broader SC Marketing & Communication team to determine the Brand guidelines, positioning, marketing strategy and digital CRM. Custodian of the brand across tournament accommodation assets, stakeholders and external non CA entities.
InterContinental Hotels Group (IHG®) and Salter Brothers Hotel GroupDirector of Marketing and Communications (Redevelopment, Pre-Opening Positioning and Sales Strategy)
Oct. 2019 - Nov. 2020Melbourne, AustraliaExecutive leadership role. Seconded by the owners to lead the positioning strategy for the $70mil redevelopment of Crowne Plaza Melbourne. Delivering strategic and commercial direction across all functions of Marketing, Communications, Brand re-positioning, Media, E-commerce, Sales and Revenue, Operations, Customer Experience, Partnerships, and Culinary innovation for the diversified business assets. Develop the launch and positioning strategy for a new hotel concept and brand new multi-functional event venue (900 capacity) and co-marketing of new restaurant concepts. Responsible for development of Pearl Riverfront brand and sales and marketing strategy. Design the on-river launch plan and hotel lifestyle partnership strategy. Key Achievements:
• Created and delivered marketing and communications strategy, budgets, sales and product repositioning strategy, revenue objectives, market target profile and signature events strategy.
• Successfully developed and delivered on time and on budget the brand guidelines for Pearl Riverfront Event Centre (PREC). • Created Conference and Events and leisure specific multi-channel go-to-market campaigns.
• Delivered E-Commerce strategy on budget and on time. Lead the development of new website and social media plans. • Developed photography guidelines (elevated European sophistication), styled and directed photoshoot on budget and on time.
• Developed healthier lifestyle and sustainability vision, in partnership with 2xu, Evoke Tesla cars, athletes, and ambassadors.
• Developed and delivered culinary brand and service guidelines, created C&E menus and packages.
• Developed media and advertising plan working closely with Agencies and global brand director to develop and interface marketing campaigns.
• Created the on-river launch event plan and budget and re-launch media plan for Hotel and Venue. • Developed brand immersion plan for hotel training. Mentoring and development of Sales and marketing team.
EC Rockwell - Brand and Experiential AgencySBE Entertainment - Hyde Paradiso Launch Event Producer
Apr. 2019 - Jun. 2019The first SBE Entertainment and AccorHotels venue to open in Australia. Planning, production and execution of the official launch and opening of Hyde Paradiso
AccorGroup Director E-Commerce Sales and Marketing
Nov. 2017 - Jun. 2019Brisbane, AustraliaResponsible for strategic and commercial direction across all functions of Sales, Marketing, CX Activations, Communications, Partnerships, Media, Digital and Loyalty for eight hotels and resorts across SE Qld to FNQ, including retail, award winning day spas and four restaurants. A senior leadership role working closely with hotel GMs, and team of Sales and Marketing Executives across all hotels. Active support to all sector of the business including Business Development, Regional Revenue, Hotel Operations, Day Spa, Food and Beverage Operations and Partnerships. Responsible for driving top line revenues for accommodation, meetings and events, restaurant and spa; promotion of hotel and guest experience reputation. Working closely with tourism bodies, OTAs, to promote destinations and activations. Key Achievements:
• Created and delivered sales and marketing strategy across all leisure, meetings, weddings and social events, including restaurants and spas to meet revenue forecast. Developed sales and marketing budget, pricing and positioning for assets. Developed and executed advertising and media plans, delivering sales campaigns, and achieved broadcast and print media acquisition.
• Developed and delivered business plans for all hotels, restaurants and day spas. • Successfully created marketing campaigns to drive revenue via distribution channels; meeting revenue forecast.
• Created customer loyalty and experience strategy to achieve above market NPS performance. Created unique customer experiences packages for inbound groups; working closely with stakeholders such as Abercrombie & Kent.
• Developed and executed on budget a calendar of signature F&B events in collaborations with celebrity chefs and brand partners. Recognised as some of the best F&B events for the year. • Successfully delivered e-commerce and social media strategies for over 34 platforms. • Developed photography and culinary guidelines. Management of campaign and hotel photography.
EC Rockwell - Brand And Experiential AgencyLet's Beat Bowl Cancer - Campaign Strategy, PR & Sponsorships, Launch Producer
Oct. 2016 - Feb. 2017Melbourne, AustraliaTo produce and launch the inaugural Let's Beat Bowel Cancer Gala, Margaret Court Arena. Responsible for brand campaign event development, creative, production and management of sponsorships, partnerships and supplier negotiations. Providing strategic direction and brief to stakeholders to enable elements to be executed from media relations, and community launch. Working with key stakeholders, and design agency to deliver a high end emotive and challenging event in an arena space on budget.
QICHead of Marketing, Eastland - A Retail Destination (Rebrand and Launch Strategy)
May. 2015 - Jul. 2016Melbourne, AustraliaEngaged due to my experience in luxury brands and a key performer at high level brand marketing, communications and partnerships strategy, PR, and change management; to steer the strategic direction, brand repositioning, and launch a unique company vision. Leading a skilled team of seasoned professionals, developed and executed the customer acquisition; marketing strategy and launch plan for the $665 million redevelopment of a retail precinct. The fundamental KPI was to develop the strategic marketing channel plan, communications campaign, produce the customer engagement campaign, create budgets and forecasts, and action plans to achieve business objectives and increase revenue. Key Achievements:
• Develop and executed a $10mil marketing plan on budget and on time. Managed the directed and implementation of launch campaign with multiple stakeholders. • Delivered a multi-faceted ATL and BTL local, and national channel plan to increase household spend by $226mil from launch, before heading into stabilization strategy with a sales forecast of $820mil; an increase of $333mil from pre- development. Lead and managed multiple agencies locally and interstate.
• Successfully led internal change management and developed key partnerships and engagements with retailers and restaurateurs.
• Created and delivered retail marketing presentations incorporating asset marketing and promotional strategy, retail programs and activations. • Lead integrated E-commerce and digital plan to reimagine a new retail and consumer experience. Managed the development of wayfinding in collaboration with digital agency.
• Successfully managed a team of industry experts in retail marketing, customer experiences, event activation, and digital. Mentored a collaborative team culture to exceed measurable deliverables.
• Led the brand delivery of a new concierge service. • Created two launch media strategies and events. Successfully rolled out and achieved over $2.5mil of media coverage.
EC Rockwell - Brand And Experiential AgencyAsahi Beverages - CX Brand Campaign Producer: Somersby - Australia's Number One Cider
Feb. 2015 - Jun. 2015Melbourne Area, AustraliaA celebration event to thank the industry for making Somersby Cider the No.1 Cider in Australia. Dynamic entertainment, creative theming, and a host of interesting activation in Melbourne and Sydney. "Best industry and supplier event we've ever been to",
EC Rockwell - Brand And Experiential AgencyMelbourne City Mission - Brand Campaign, Sponsorships & Executive Producer: "Ascend into Darkness"
May. 2014 - Sep. 2014South MelbourneExecutive Producer and Event Manager for "Ascend into Darkness"; an event supported by Harold Mitchell AC to benefit Melbourne City Mission. Full creative development, sales strategy, marketing, partnership, media, and logistics management for a high level corporate event hosting 400 guests within a three level "raw" commercial venue. NYC grunge to NYC luxe as the venue is transformed from its raw form to three unique levels of luxury. A progressive gala dinner with celebrity chefs, opera, ballet, jazz and after party cocktail lounge. A celebration to benefit Melbourne's oldest charity.
EC Rockwell - Brand And Experiential AgencyBosch Australia - Strategic Advisor: Media, Events, and Brand Partnerships
Apr. 2013 - Jul. 2014Melbourne, AustraliaBosch is the European market leader for household appliances. Closely associated with the values of a German industrial brand, Bosch today is the international household appliances brand with a significant presence in many European markets as well. Producing high-quality, technologically advanced products, Bosch continues to play an active part in the Australian market. The current product range includes dishwashers, laundry products, ovens, microwaves, cooktops, rangehoods, kitchen machines, refrigerators, coffee machines and vacuum cleaners.
EC Rockwell - Brand And Experiential AgencyRendezvous Grand Hotel - Marketing Communications and Special Events Strategist
Sep. 2012 - Jun. 2013Melbourne• Communications, marketing, promotions and special event strategies and development.
• Social media and advertising media promotional strategies.
• Leisure and MICE segment advisory and development of packages
Arts Centre MelbourneHead of Sales, Marketing, Communication, Brand Development and Destination Marketing - F&B
May. 2012 - Aug. 2013Melbourne, AustraliaI was engaged to lead Art Centre Melbourne’s $10.3 million events, conferencing and retail leasing portfolio. Key member of the Food and Beverage Executive team to lead the transformation of a $1.5mil commercial change management rollout into an in-house operation. Key Objectives and Successes:
• Sales & Bus Dev: Successfully established and implemented new business structure in sales marketing and operations, meeting commercial models delivering profitable outcomes and exceeding business objectives. Lead and manage a team of industry sales and event executives to exceed budget by 30% (an increase of $2.75mil). Management of budgets and forecasts, competitor analysis to enable fluid changes to combat market trends.
• Marketing Communications and E-Commerce: Developed and launched a new F&B brand working with key agencies and culinary teams to meet brand objectives. Developed collateral, pricing strategy and signature retail product development. Create and implement aggressive and targeted ATL/BTL marketing and PR strategies to drive media acquisition and brand growth. Managed the customer engagement strategy to increase patronage into the precinct and its restaurant assets. • Launch Strategy & Special Events: Created and delivered media strategy to launch new F&B concepts. Created and delivered unique F&B visitor events in line with the City of Melbourne vision to bring tourism into the CBD. • Culinary Innovation: Developed the culinary brand strategy with Exec Chef and delivered signature retail products brand.
• People and Culture: Managed a highly skilled sales and marketing team, staff development, mentoring, and career management. • Partnerships and Supply Chain: Acquisition and management of key tourism event partnerships. Design the pitch; create the concepts, budget management to contract negotiations. Securing commercial partnerships with Melbourne Food and Wine Festival, Melbourne Spring Fashion Week, White Night and others.
EC Rockwell - Brand And Experiential AgencyInterContinental Melbourne The Rialto - Marketing Communications, Special Events & Partnerships
Jul. 2011 - Sep. 2012Melbourne, AustraliaDevelop event plan and create special events to profile the hotels product and services to generate PR and media coverage. Introducing brand initiatives and signature events specifically designed to increase traffic into the hotel and raise its branding in Melbourne. Incorporating sponsorship and partnership negotiations, community initiatives, relationships with City of Melbourne and its suppliers and partners.
Stamford Hotels and ResortsArea Director of Marketing and Communication (Aust & NZ)
Feb. 2011 - Jan. 2012An integral member of the hotel’s Executive team, providing expertise and direction of all aspect of Marketing and Communications, developing strategic plans to meet business objectives and revenue targets for eight properties across Australia and New Zealand. Maintaining company brand standards, performing market analysis; plan, implement all marketing plans for the group. Key Objectives and Successes:
• Direct Reports: Marketing and Digital team (6)
• Marketing, Communications and E-commerce: Created and managed annual marketing budget. Developed and implemented group marketing & PR campaigns to generate sales. Responsible for strategic and commercial direction across all functions of Marketing, Communications, Partnerships, and Media. Successfully achieved media acquisition and editorials 400% above historical results
Digital and management of agencies. Responsible for ATL/BTL advertising and promotions and development of the group’s leisure offering and pricing. Developed promotions and collateral to drive growth in all sectors of the business. Management of digital platforms and brand alignment. Delivered seasonal digital campaign, $1mil+ in revenue on $80K spend. Successful financial management and setting ASPAC budgets and forecasts for each hotel. • People and Culture: Provided day to day leadership of marketing and PR teams to achieve objectives, in line with sales targets. Professional development and mentoring of team members.
• Partnerships and Loyalty: Manage member loyalty program, national supplier partnerships and developing hotels new loyalty program. Responsible for CSR and management and production of ASPAC hotel magazine.
SMG BMW GroupDivisional Marketing Manager - BMW
May. 2010 - Dec. 2010Divisional Marketing Manager responsibile for marketing, CRM, pr, advertising, strategic planning, sponsorship, events and business development for five BMW dealerships.
EC Rockwell - Brand And Experiential AgencyFounder and General Manager
Jan. 2010 - Jun. 2019Melbourne / SydneyRockwell Management has provided growth marketing advice, strategic sales, communications, sponsorship, and execution of strategies for a significant array of blue chip brands. Additionally, a number of contract roles with key clients during this period, notably Eastland - Head of Marketing ($665mil redevelopment); Arts Centre Melb - Head of Sales, Marketing & Brand; Stamford Hotels and Resorts - Area Dir of MarComm. We have provided advice and assisted in the execution of brand plans, for brands such as G.H. Mumm. Asahi Premium Beverages, Genovese Coffee, Yering Station, V-Zug Australia, InterContinental Hotels & Resorts, Audi Aust, BMW, Bordeaux and Beyond Wines, International Paella Festival Pacific, Earthwatch Institute, Special Olympics, Melb City Mission, Melb Food & Wine Festival, and Polo in the City to name just a few. Successfully working closely with these brands due to an understanding of the Key brand proposition requirements developed over my journey in events, communications and brand management. Key achievements:
• Tactical sales and customer plans increasing sales from $485mil to $713mil.
• Developed and implemented the new Arts Centre Melbourne’s $1mil in-house F&B strategy; • Management of full re-branding of Arts Centre Melbourne's F&B events sales and marketing strategy
• Development of tactical marketing strategies, delivered on budget on time and met KPIs
• Increased brand profiles through effective marketing, sponsorships, events, media and communications • Increased market acquisition working with sales and marketing teams to create tactical campaigns
• Successfully exceed sales budgets; i.e. $80K campaign resulting in $1mil in sales revenue • Increased media acquisition in excess of $2mil with a min ROI of 1:6 • Increased consumer engagement through creative experiential events and partnerships • Stakeholder management; media, agency, media buying, supplier negotiations, and sponsorships
Park HyattMarketing Communications Manager
Dec. 2007 - May. 2010Melbourne, AustraliaHead of Marketing Communications for the premium 5 Star Hotel brand of Hyatt International. Marketing development, PR strategy, advertising, event production and media management for accommodation, day spa and signature restaurant.
Dreamworld and WhiteWaterWorldEvent Sales Manager
May. 2006 - Nov. 2007Queensland, Australia
Duke of Edinburgh AwardHRH 50th Anniversary Gala Dinner - Event Producer & Creative Director
Jan. 2006 - Dec. 2006Sofitel MelbourneCelebrating 50 years of the Duke of Edinburgh Award with HRH the Prince Edward in attendance. Managing the logistics, operations, creative and production of the gala event; liaising with local, federal and international security agencies and stakeholders. Approved by Buckingham Palace security team and personal protection services to manage and stage the event to raise money for the Award in Australia. $200,000 was raised on the night.
Australian Trade ExhibitionExhibition Sales Manager
Jan. 1998 - Dec. 2000Melbourne, Australia
Melbourne Convention and Exhibition CentreCorporate Sales Manager
Jan. 1996 - Dec. 1997Melbourne, Australia
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