Tourism New ZealandNorth America Regional Marketing Manager
Apr. 2019 - Jul. 2021Los Angeles, CaliforniaKey Responsibility: promote NZ for North American key travelers (+50MM pool audience), increasing the revenue and value generated by the tourism industry. Leadership and management of all marketing activities in the USA and Canada whilst contributing to the global marketing strategy. • Large digital component with advanced paid media, influencer activations and branded content strategies across paid, owned and earned channels.
• Close working with state-of-the-art media and tech partners in order to develop relevant marketing communications campaigns in North America. This includes Facebook, Google, Pinterest, National Geographic and Amazon. Global meetings at the head offices of FB, Google and Pinterest in San Francisco twice a year to discuss new projects and opportunities.
• In charge of North America’s mkt communications budget.
• Close working with the advertising agency to develop and execute campaigns in the region. Paid digital activities include display, CTV, SEM, programmatic, facebook, Intagram, native etc. • Responsible for the landing pages on newzealand.com – US and Canada editions. Including local CRM strategy and implementation.
• Responsible for amplifying partnerships with Airline Companies and trade partners in order to generate revenue to the country - reporting on sales results (ROI 1:10) and overall digital performance. Key partners include American Airlines, Air New Zealand and Air Canada.
• Implementation of data-sharing project with conversion partner. Outstanding incremental ROI of 1:80 and 35% sales growth.
• Strategic insights and brand lift studies with partners to evaluate campaign performance. E.g. During the pandemic, Pinterest activities showed 15% lift in campaign awareness and 35% in action intent.
• In charge of the full-funnel marketing strategy - tracking, evaluating and reporting on campaign performance according to each phase of the user journey and its agreed KPIs (CPE, visits, CPV, active visits, referrals, leads etc).