Adam Burling

Summary:

• As the Director of brand I am a senior marketer responsible for brand strategy, execution, amplification, and optimisation for the Optus Consumer business
• Leading a team of 14 high-performing marketers, we are the custodians of the overarching brand positioning, communications and responsible for total brand design strategy and governance across the total business, including Consumer, Business and Enterprise
• My role requires excellent communication, relationship building and presentation/influencing skills to allow for productive working interactions and business collaborations across the Optus organisation including, Acquisition, Retail, Sponsorship, Corporate Affairs, Digital, Sales, Innovation, TV and Content, Optus Business, Network, Enterprise and Technology development teams
• Responsible for multi-million dollar media and production budgets, ensuring judicious investment in line with overall strategy

Achievements:

• Increase total brand First Choice, +24% post Cyber (Oct 22-Oct 23)
• Actively contributed to Brand Valuation increasing +27% post Cyber (Brand Finance 2023)
• Executed best in class 2023 FIFA Women's World Cup partnership (+5% brand love, +12% First Choice), igniting the total Optus Business engagement.
• Delivered Yes Grants Youth program achieving 29M reach via TikTok, 284k engagements and 13k+ applications
• Delivered total Optus brand design guidelines refresh including company first approach to AI applications

Summary:

• Senior business marketing lead responsible for delivery of the Optus Network marketing strategy, taking key initiatives to market with best-in-class marketing & channel support
• Primarily accountable for driving Optus Network consideration, demand and usage amongst customers with a key focus on commercial outcomes
• Responsible for end-to-end product marketing to drive intent and usage for Optus’ suite of Living Network products with an ambition of customer engagement and retention
• Responsible for Network Go-To-Market function, driving business-unit collaboration to plan, implement & optimise cross functional initiatives
• Leading a team of 6 marketers and project managers

Achievements:

• Launched World First Living Network campaign in Australia, including 12 Living Network products into market, increasing total MOA usage +24% and Living Network awareness +10.5%
• Achieving ' Australia's Fastest 5G' award twice via Opensignal, including most awarded Australian Network
• Drove +2.6% Optus Network Performance first choice impact, 6 months post cyber
• Retained all staff, with 3 internal promotions
• FY22 Optus Award for Leadership & Executive Talent Program

Summary:

• As a key member of the marketing leadership team I actively took charge in taking transformational brand and products to market, in a way that resonates with key audiences to drive positive business outcomes
• Responsible for the end-to-end product launches of Optus 5G, Optus 5G Home and gomo, including total development from inception to optimising performance in all consumer touchpoints
• Accountable for forecasting and delivery of omni-channel demand into Optus sales channels (retail, online, telesales)
• Responsible for a multi-million dollar media and production budget
• Manage a team of 5 highly effective marketers

Achievements:

• FY2020-21 - Optus Talent for Leadership Program
• Australia’s Strongest Brand for 2020 (Brand Finance) & Marketing Team of the Year for 2020 (Mumbrella)
• Winner 7 x Silvers AWARD Awards Festival for OPTU5G campaign
• Delivered +6.5% for gomo GA target, and +11% weekly demand target (6-month launch period)

Summary:

• Acquisition Marketing lead responsible for end-to-end strategic planning, implementation, optimisation and reporting for acquisition marketing activity for consumer products including Mobile (Prepaid) and Home (nbn, 4G Home Internet, 5G Home Internet)
• Responsible for driving integrated comms across all consumer touchpoints including advertising, owned channels (website, retail) and customer marketing
• Managed an Optus global event first with the 2018 FIFA World Cup campaign, including the launch of Optus Sport D2C product
• Accountable for forecasting and delivery of omni-channel demand into Optus sales channels (retail, online, telesales)
• Responsible for a multi-million dollar media and production budget
• Manage a team of 3 highly effective marketers

Achievements:

• Winner Frost & Sullivan's Broadbans Fixed Service Provider of the year award
• Achieved 60% of nbn MDF funding partnership allocation($700k), contributing to +4% Fixed sales
• Exceeded Optus Sport D2C subscription targets by +4%
• Delivered on Fixed/Prepaid demand targets with a 20% reduction in ATL spend