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Work Background
brandthinkkingPrincipal
Jan. 2025Melbourne, Victoria, AustraliaRecently established my own brand strategy consultancy (brandthinkking) to help businesses define their brand identity, develop a unique positioning, and create a compelling brand narrative and messaging platform for their audiences.
Traffic Brand AgencyGeneral Manager
May. 2013 - Dec. 2024Melbourne, Victoria, AustraliaSuccessfully ran the Melbourne office of Traffic Brand Agency for over 11 years, with full responsibility for leading all departments (account management, creative, strategy, digital), staff structuring/ mentoring/ reviewing, representing the agency with all senior clients, and setting/ leading the strategic agenda for all brand and campaign projects.
OgilvyGroup Business Director
Nov. 2011 - Apr. 2013Melbourne, Victoria, AustraliaLead role on the BMW/ MINI brands – responsible for all aspects of both brands, across all mediums and disciplines, leading a team of 20+, an ‘agency within the agency’ hub offering to service the needs of the BMW/ Mini business: including account management, creative, production, digital, CRM, activation, PR, promotions
BMW maintained its #1 position in the prestige market under my tenure, and MINI sales increased by circa 40%
The Lab Insight & StrategySenior Consultant
Feb. 2010 - Nov. 2011Melbourne, Victoria, AustraliaBrand Strategy & Research for a number of clients including: Austereo; Pacific Brands; 7-Eleven; George Weston Foods; ANZ; Schweppes; Nine Network; Betfair; Metricon.
Conducted qualitative research (focus groups and interviews) for clients around brand positioning, new product development, segment illumination and communications development & testing
Iveco GroupMarketing Manager
Jul. 2009 - Jan. 2010Melbourne, Victoria, AustraliaDevelopment and implementation of new brand strategy and positioning (‘Can do’)
Setting of plans and budgets for 2010
Negotiation and implementation of sponsorship of major event - 2010 Australian Moto GP
Management of external agencies, including agency pitch in 2009
The FurnaceGroup Business Director
Apr. 2005 - Jul. 2009Sydney, New South Wales, AustraliaAccounts: Peugeot, Free TV, Skins Compression Garments, Epson, Pacific Brands (Slazenger), TAC (Transport Accident Commission)
Member of 8 person Management Team
Responsible for Account Management Structure, Recruitment & Training
cummins&partnersGroup Business Director
Jun. 1999 - Aug. 2003Melbourne, Victoria, AustraliaAccounts: Holden, Kia, Connex, Hocking Stuart, Jetset, Pacific Brands (Clarks)
Key member of the 5 person Management Team, growing agency from 8 people to 50
Responsible for Account Management Structure and recruitment
Lead the successful Holden pitch - first win away from master agency.
Involvement in winning pitch/ launch of Virgin Blue in Australia
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