Hadley Vaughan - Marketing Manager and Consultant, ITW

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Work Background

ITW Construction Products - Asia PacificANZ Brand Marketing Manager

May. 2024Melbourne, Victoria, AustraliaIn my role, I rebuilt Paslode’s brand and communications function across ANZ, developing the brand story for the biggest tool launch for Paslode in a decade along with a $14M promotional program that re-energized the brand. I delivered award-winning in-store and event activations, strengthened key industry partnerships, and drove customer engagement through upgraded digital channels, a best-in-class website, and streamlined asset management—positioning Paslode as a leading brand and partner in the market. * Led the brand story of the new Framer tool launch, revitalizing the Paslode brand and driving renewed engagement across both trade and retail channels. * Executed a $14 million promotional program, generating purchase urgency and excitement around the Paslode brand, resulting in measurable increases in sales and brand activation. * Strengthened strategic partnerships with key industry leaders including James Hardie and Carpentry Australia, expanding brand reach and influence to a broader audience and reinforcing Paslode’s position in the market. * Successfully managed the ongoing delivery of key tool launch carry-over activities, while executing targeted upgrade communications to maintain momentum and customer acceptance and engagement. * Delivered the Bunnings bay POS solution to 250 stores in alignment with the new framer launch timeline, ensuring strong in-store presence and seamless execution at scale. * Executed the award winning new Paslode Hero stand across customer events ANZ, driving increased engagement and supporting sales targets through impactful brand activation. * Grew Paslode’s digital community by delivering engaging, end-user-led social media content and elevating the brand’s online presence through a new best-in-class website experience. * Improved customer engagement and loyalty by designing intuitive digital customer journeys across owned channels, effectively solving end-user problems and driving product repurchase behavior.

ITW Construction Products - Asia PacificTrade Marketing Manager ANZ

Mar. 2023 - May. 2024Melbourne, Victoria, AustraliaIn my role as Trade Marketing Manager ANZ at ITW Construction Products - Asia Pacific, I led the deployment of customer-backed innovation projects for Paslode and Stockade tool brands across Australia and New Zealand. I developed a nationwide POS refurbishment strategy for the Paslode brand, enhancing brand visibility and customer engagement. Additionally, I created a promotional strategy aligning with ITW values and business goals to offer better value to channel partners and end users. Key Achievements: • Developed launch assets, events and promotions to launch new customer backed innovation across ANZ driving sales demand beyond expectation across key channel partners • Developed key partnerships with James Hardie and BlueScope Steel to deliver tool and application growth in the marketplace and at key end user events delivering heightened awareness of Paslode tool and fastener awareness and adoption. • Received recognition awards for taking on the key account management role on top of Trade Marketing role in managing the Natbuild business with over 215 stores including day to day account management, conference presence and customer presentations. • Key team member of Bunnings range review that saw us retain our space instore and deliver concepts that will help the shop ability of the Paslode brand (and category) in the Bunnings environment. • Developed and delivered redesign of Paslode tool POS solutions to 200+ stores across Australia and NZ driving pipe fill revenue and sales velocity in key channel partners

DuluxGroupTrade Marketing Manager

Aug. 2021 - Nov. 2022Melbourne, Victoria, AustraliaAs Trade Marketing Manager of a leading manufacturer of premium branded paints and coatings for residential, commercial and industrial markets, I led and developed trade marketing strategies aligned to the wider business Trade Strategy and broader Dulux growth strategy. To accomplish targeted company goals, I managed a team of 10 marketers to deliver on focused marketing strategies and programmes with focus on ensuring business success in a complex trade market. I also performed as a member of the marketing leadership and trade leadership teams to provide marketing council on key initiatives. During my tenure, I developed a strong portfolio of trade brands and products to drive desired growth in all key customer segments. I implemented marketing and communications programs to all trade customer segments to drive demand and conversion. Utilising my leadership and relationship management skills, I sustained productive partnerships with external agencies and managed communications with all partner agencies to ensure that activation plans and brand activities are effectively executed. Key Achievements: • Launched Dulux Trade Direct App that allowed customers to search, purchase and have delivered Dulux products as well as view and pay their invoices and receipt in app offers. • Oversaw trade direct media campaign with acquisition of over 20,000 customers in past 10 months, 50% of which have also downloaded and used the Trade Direct App. • Successfully relaunched Dulux Rewards programme including digital enhancements to redeem points at point of sale, driving more relevance and value into the programme. • Designed, developed and launched first Generation 3 Dulux trade store in Melbourne. • Delivery of first Hybrid 2022 Dulux Colour Awards to architectural community with 200 people at live event and 1000 people watching over livestream. • Repositioned and relaunched Berger brand in trade market which saw market share lift of 0.3%.

DuluxGroupRetail Sales and Marketing Manager

Feb. 2019 - Aug. 2021Wellington & Wairarapa, New ZealandIn my two years as Sales and Marketing Manager, I championed growth of the paints business within major retail accounts including Bunnings, Placemakers and ITM (with portfolio value of $37.5m) to ensure Dulux NZ sustained position as #1 paint manufacturer in retail market. I developed and implemented short- and long-term sales and marketing plans for the retail segment of Dulux business, driving growth for key strategic trade and retail partners as a member of the business strategy group. Leading a team of 23 Sales and Marketing professionals, I drove a united effort to lift capability, deliver on retail sales opportunities and enhance brand health business outcomes whist driving a winning one-team culture. I executed and coordinated marketing and brand programmes across the full marketing mix to ensure customer and market share growth of Dulux NZ suite of brands and drove wider business, talent, security & support and cultural change, delivering on aggressive growth pathway as key member of NZ Leadership Team. Key Achievements: • Led team that won Placemakers business from key competitor worth $35m over 5 years, lifting Dulux NZ to Number 1 position in retail for first time since 2015. • Delivered Dulux NZ online store and fulfilment model in 9 days to ensure consumer access to Dulux products with opening a half million channel to market. • Developed and launched One Family culture movement in NZ to drive collaborative local behaviour aligned with aggressive growth mindset. • Received Top 200 Leaders “Achiever” award for PlaceMakers acquisition, COVID management and large shifts in key brand metrics in 2020. • Led NZ business through COVID lockdown as member of business leadership team with zero job losses, successfully managing large fluctuations in retail landscape. • Received major ANZ Imagine a Better Place Award as well as the Guthrie Bowron and ColourPlus Supplier of the Year in 2020.

DuluxGroupDulux NZ Marketing Manager

Feb. 2016 - Jun. 2019Wellington & Wairarapa, New ZealandIn this role, I led the Dulux brand in NZ in all aspects of the marketing mix across retail, trade and commercial markets. My accomplishments include developing our lead marketing strategy, brand plans and mapping of customer path to purchase resulting in increased consideration for the brand. I managed the Dulux Group annual marketing plan with a $7.6m budget, championing brand advertising across all mediums to influence consumer purchase decisions including TVC, in store POS, consumer engagement and digital elements. I provided effective leadership to Dulux marketing team and NZ training academy and sustained supplier relationships with brand, PR, design house and media agencies to drive Dulux marketing and PR strategy to market place. I also functioned as a key business liaison to our Commercial and Trade industry partners and 3rd party distributors of the Dulux brand. Key Achievements: • Delivered biggest product relaunch in Dulux NZ history with Dulux Wash & Wear alongside MythBusters campaign, resulting in sales out of Bunnings up 62% over 2016. • Developed and launched Dulux Trades XI promotion that delivered over $250k in incremental sales. • Established NZ programme and launch of Dulux Accredited programme with over 100 members at 2020. • Successfully initiated first trade delivery van service trial in Wellington area where service had been attempted and failed to launch three times previous. • Delivered unprompted brand awareness of 78% and Top 2 box consideration (57%) vs competitor with SOV at 3:1. • Developed Dulux Colours of NZ campaign II, lifting brand consideration +3% and shifting key colour brand metrics. • Won multiple industry awards for best new product and best advertising campaign from Master Painters. • Garnered General Managers Award (2015) for leadership of marketing team and results achieved over 2015 financial year.

DuluxGroupSenior Brand Manager

May. 2011 - Dec. 2015WellingtonI started with DuluxGroup as a Senior Brand Manager where I took ownership of the NZ Dulux brand to achieve high-level brand view, improving and maintaining key metrics to ensure top of mind brand for consumers when choosing paint and colour. I developed the Dulux brand plan within a $1.6m budget, championing brand advertising across all mediums to influence consumer purchase decisions including TVC, in store POS, consumer engagement and digital elements. I managed key supplier relationships including brand, PR, design house and media agencies to drive Dulux marketing and PR strategy to market place. A key component of my success in this role was sustaining productive partnerships, sponsorships and business development initiatives to ensure the strength of the Dulux brand and consistent appearance in all consumer touch points. I also oversaw new product development concepting and overarching project management, coordinating with multidisciplinary teams from R&D concept through to market implementation. Furthermore, I conducted forecasting across all key lines and supply chain to maximise profitability through manufacturing process. Key Achievements: • Awarded Silver Lion at Cannes for “What’s Your Dulux Colour” New Zealand consumer engagement campaign in 2011. • Developed “Protecting our Place” partnership with Department of Conservation to preserve key historic buildings and huts under conservation protection. • Won Dulux NZ Annual Achievement Award for “Customer-Focused Consumer-Driven” gained from contributions to The Block Sponsorship and Kiwibank Partnership – the first time the award has been presented to a marketer in the business. • Developed and launched/relaunched over 100 new SKUs in 18 months all with improved growth performance. • Delivered first spotless (enamels) and IML packaging into NZ market to jump shift our presence instore versus competitors. • Garnered inaugural DuluxGroup Marketing Professional of the Year Award in 2014.

KiwibankMarket Manager - Prepaid Visa Cards

Oct. 2008 - May. 2011I worked as a Market Manager for New Zealand’s state-owned bank and financial services provider and took full fiscal responsibility for its reloadable prepaid business, including end-to-end product management of Loaded, Loaded for Travel and Loaded for Christmas prepaid cards. In this role, I managed all activities for acquisition, product development and enhancement, customer segmentation, market strategy formulation, cost and revenue analysis and supply chain management. I sustained key stakeholder relationships with Visa, eFunds and VPS platform and card manufacturer Eyede and developed future reloadable prepaid strategies for 3D secure, Chip, Contactless and mobile payments. I led the communications team to deliver campaigns focused on acquitting, motivating, retaining and growing customer base. As part of my successes, I enhanced customer issue resolution and delivered process and policy improvements on all reloadable prepaid products. Key Achievements: • Delivered two major reloadable prepaid Visa cards to NZ market and world markets: Loaded for Travel – Visa world first multi-currency travel card; and Loaded for Christmas – Savings product. • Led analysis and preparation of transaction declines proposal to Visa Singapore resulting in reduction in 70% of decline costs for Kiwibank prepaid business ($750k). • Conducted analysis and development proposal to Visa Singapore on micropayments that resulted in Kiwibank being able to build new business model around prepaid cards, bringing benefits to the whole industry.

Woosh WirelessCommunications Manager

Jun. 2005 - Sep. 2008Responsible for driving the Woosh brand in key markets through targeted communications via multiple media channels. Ensuring representation of the brand was at its peak in the 3rd party instore environment. Launching IP phone services to the market.

TelecomRural Segment Manager

Apr. 2001 - May. 2005Responsible for relaunching the Telecom brand into the rural market on the verge of the broadband revolution. Ensuring products and services were available to the rural sector and forging key relationships with Fonterra and Federated Farmers for mutual business gain and the sponsorship of Fieldays - NZ's biggest agricultural showcase.

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