AIDA SEFEROVICH
MELBOURNE,VIC
Summary
Results-driven Digital Marketing and Sales Manager with over 15 years in sales and revenue growth through innovative marketing strategies. Expertise in developing and executing multi-channel digital campaigns, leveraging data analytics for campaign optimization. Experience in team leadership, fostering cross-functional collaboration, and managing Key Accounts, with a strong background in CRM and marketing automation tools.
Overview
27
27
years of professional experience
Work History
National Account Manager
UGT
Melbourne , VIC
12.2024 - Current
- Negotiated pricing and service agreements, securing favorable terms with key customers.
- Managed national account relationships, enhancing collaboration across retail and distribution channels.
- Coordinated sales plans with operations and supply chain teams, aligning strategies for improved execution.
- Focused on new product strategies to drive business growth., sales analysis and category growth
Sales and Marketing Director -consulting only
Clean & Pure
10.2022 - 10.2025
- Developed strategic plans for marketing initiatives
- Executed digital marketing campaigns across platforms
- Developed long- and short-term strategies for customer base expansion and category management
- Identify new product opportunities
- Oversaw marketing and design projects
- Digital Marketing
- SEO and content management
- Conducted market analysis to identify product opportunities
- Revamped product packaging to enhance visual appeal
- Redesign packaging
- Led and coordinated activities of the sales team
National Account Manager
Ladelle
Melbourne , VIC
03.2023 - 12.2024
- Oversaw key account strategies to enhance client engagement.: Bunnings, Coles, David Jones, Mitre10, BBQ Galore, Spotlight, OTR, Big W, Lincraft, Aldi.
- Managed key accounts and identified new business and clearance opportunities to enhance revenue potential
- Identified and established new accounts to expand market presence and increase revenue streams
- Analyze gaps in the market for existing accounts to identify possible product opportunities
- Developed comprehensive strategies for customer engagement and market penetration. both long and short term in terms of customer base and categories
- Analyse gaps in the market for existing accounts to identify possible product opportunities
- Improve and grow existing customer relationships across all categories
- Report to: National Sales Manager.
Sales and Marketing Manager Report to: CEO
Hinkler
08.2019 - 04.2022
- Marketing and Sales management
- Sales Strategy implementation for Key DDS, Independent and online accounts
- Key Account Management
- New Product Development and sourcing
- Conducted forecasting to predict future sales trends.
- FOB, promotional and catalog sales plans
- Brand Management & range reviews
- Digital Marketing campaign and management
- Website Management
- Implementation of digital catalogue
- Management of all social Media strategy across all platforms
- Took a four-month leave to manage personal affairs abroad.
- In my nearly 4 years at Hinkler 3 were during lockdown. This proved to be a very busy time for publishing. I managed all global marketing including socials and sales materials, created their first digital catalogue of 3000 SKUs on 78 pages. Oversaw production of all POS materials for major stores, facilitating promotional buys and enhancing brand visibility. Introduced Curious Craft as a new brand within craft range and managed key accounts including Aldi and Spotlight, expanding product reach. Managed the Educational brand of School zone and created major Back to School events, Profit and loss, Stock evaluation, management of Sales Administration team.
Sales & Marketing Director.
Brands 4 Kids
02.2017 - 08.2019
- Oversaw operational processes to streamline workflows and optimize resource allocation.
- Handled logistics for timely product distribution.
- Reed / AGHA / Hong Kong
- Succession Strategy / Brand and Range Development /Sourcing
- Operations
- Directed sales team and marketing campaigns to drive brand awareness and increase market share.
- Coordinated participation in local and international expos to promote product visibility and engage potential clients.
- System implementations
- Price structure implementation
General Manager Australia NZ
The Gro Company
11.2013 - 06.2017
- I headed up the company in 2013 within the 4 years. I successfully put together a team, and created a demand for our brand in all major and independent retailers. Quickly establishing the number 1 selling sleeping bag in the Australian/NZ market. Transitioned revenue from $60K to $6M P/A in Australia, leading to global sale of company by investors.
- Focused on driving sales growth through targeted marketing initiatives.
- Product & Brand Strategies
- Manufacturing and International Trade Show management
- Forecasting and P&L analysis
- Managed operational processes to enhance efficiency and productivity.
- Communicated key performance metrics to the CEO in the UK.
Business Director
Britax /Nursery Elegance
10.2008 - 07.2013
- Implement and Achieve Strategic Sales Targets
- Developed and executed marketing strategies and advertising campaigns to increase brand awareness and customer engagement
- Administered marketing and sales processes to optimize performance
- Oversaw Key Accounts alongside territory managers to ensure alignment and maximize market share
- Managed customer service staff to enhance service delivery
- Oversaw account managers to ensure alignment with sales goals
- Managed financial records for the business to ensure compliance
- Manage product forecasts and stock availability from both overseas and local suppliers
- Oversaw distributor relationships to ensure effective distribution
- Review product ranges and implement exit strategy allowing room for new range
- Product Sourcing - Interstate / International travel
- Implement process for regular Staff reviews and performance plan for company
- Strategic 3-year plan implementation for domestic and FOB sales
- Customer Service/ Accounts Supervisor
- Report to: CEO Britax Asia Pacific
National Sales Manager Australia/NZ
Colorific
11.2006 - 08.2008
- Analyzed GFK data to inform sales strategies and market positioning
- Implemented strategic 3-year plan for domestic sales to align team efforts and drive revenue growth
- Sourced new products from China to enhance product portfolio and meet market demands
- Assessed staff performance to ensure effective team dynamics
- Meetings with buyers and suppliers
- Interstate / International travel
- Provided strategic input as Board of Director member
- Report to: Managing Director
- Reason for leaving: Was approached by Britax to set up and head a sister company
National Sales /Marketing Manager
Micador Group P/L
02.2000 - 10.2006
- Progressed through company roles, gaining exposure to all business aspects, achieving National Sales Manager position, establishing key account distribution, and developing strong relationships with distribution channels. Managed sales team and coordinated trade show events, overseeing Sales Administration teams.
- Reported directly to Managing Director
- Developed brand campaigns for Micador Group retail and wholesale markets.
- Directed product launches across stationery, art, and creative supply ranges.
- Managed marketing calendars with sales, design, and product teams.
Education
Senior Management Program -
Melbourne Business College
Negotiations Skills Program -
Australian Inst. Of Management
Landmark Forum -
Landmark
Senior Management course -
Skill Path
Time Management Course -
New Horizon
HSC -
Wellington High School
Skills
- Key account management
- Sales forecasting
- Pricing negotiation
- Category planning
- Product development
- Brand management
- Margin analysis
- Market Trend Analysis
- Digital Marketing
- Data Analysis
- Retail Strategy
- Supplier Negotiation
- Business development
- Stock / inventory control
- Time management
- Relationship building
Timeline
National Account Manager
UGT
12.2024 - Current
National Account Manager
Ladelle
03.2023 - 12.2024
Sales and Marketing Director -consulting only
Clean & Pure
10.2022 - 10.2025
Sales and Marketing Manager Report to: CEO
Hinkler
08.2019 - 04.2022
Sales & Marketing Director.
Brands 4 Kids
02.2017 - 08.2019
General Manager Australia NZ
The Gro Company
11.2013 - 06.2017
Business Director
Britax /Nursery Elegance
10.2008 - 07.2013
National Sales Manager Australia/NZ
Colorific
11.2006 - 08.2008
National Sales /Marketing Manager
Micador Group P/L
02.2000 - 10.2006
Senior Management Program -
Melbourne Business College
Negotiations Skills Program -
Australian Inst. Of Management
Landmark Forum -
Landmark
Senior Management course -
Skill Path
Time Management Course -
New Horizon
HSC -
Wellington High School