Retail
Twenty years of experience delivering omni-channel retail campaigns – driving sales online, in-store and via trade – in the UK, Australia and the U.S.
Cut-through campaigns for highly competitive products from cruise to mobile, across all platforms Digital, Trade and Store.
- Multi-channel, integrated retail campaigns – E-Commerce, CRM, Trade, Paid Performance Media.
- Addressing Briefs to Drive Demand in Business Problem Areas – e.g. for Specific Audiences, Low Seasons, Specific Regions & Geographies etc.
- Mass Market Campaigns, Targeted Offers and Trigger Campaigns.
- Collaboration with Revenue Management Teams on Promotional Levers, Pricing and Promotion Strategies.
- Development of Promotional Calendars.
- Promotion Ideation around Seasonality, Cultural Events and Product.
- Worked within businesses with aggressive weekly targets and high competition. Ability to Pivot strategy and campaigns as needed.
In the UK, agency-side working with Tesco Clubcard (ehsBrann) – including working on a redesign of the Clubcard and managing the quarterly loyalty communications (email and direct mail) – at the time Europe’s largest loyalty program to 10 million customers.
Managing direct marketing and instore – acquisition and customer marketing within the highly competitive Telco industry for O2 and T-Mobile at TMWUnlimited.
Leading direct and digital for Vodafone at RMG Connect (digital arm of JWT in Australia) and for FOXTEL at BMF Sydney.
As Marketing Director for Australia’s largest Online Dating brand (RSVP at Fairfax Digital) – delivered new member acquisition via digital advertising and all customer life-cycle communications, retail upsell and cross-sell. Including strategy and copy for all trigger emails.
Most recently, retail promotional planning and merchandising – all channels including E-Commerce, CRM and Paid Performance Media for Carnival Cruise Line – in Australia and the U.S. Carnival runs high volume, always on promotions.
Invented Carnival’s Honeyboomers™ an award-winning, new travel trend to drive demand for cruises outside school holidays: data driven insight, doubled demand during campaign period.
2021: ‘LaBack to Funna’.
Shaquille O’Neal sings opera to announce Carnival is back sailing again in the U.S.
2020/21:
Big Cruises. Mini Cruises with Shaquille O'Neal, Carnival Cruise Line.
2020/21:
Big Cruises. Mini Cruises with Shaquille O'Neal, Carnival Cruise Line.
2020:
Full On Couples Campaign, Carnival Cruise Line.
2016 -2019:
Brochure development (including copy writing), Carnival Cruise Line, Australia.
