Ali O'Shea

Responsibilities:

• Led development and delivery of proactive multi-channel communication and engagement strategies to build understanding and support for transformational transport infrastructure projects including level crossing removal projects, new train stations and line upgrades, new tram maintenance and stabling facility
• Led production of high-quality public facing collateral, Ministerial and MP briefings, advertising copy, website content and maps to communicate project information in a clear, timely, audience centric and accessible manner.
• Build and maintain positive relationships and act as interface with project stakeholders, including government departments, local government, key stakeholder groups, key institutions, local businesses, and the community in project areas.
• Proactively identify and respond to reputational issues and developing mitigation strategies to support departmental executives, Ministerial Advisors and Members of Parliament
• Reporting to Deputy Director, manage performance and provide mentoring and coaching to team of three.

Achievements:

• Community engagement for Pakenham level crossing removal project achieved 5000 visits to online portal, 200 community participants and 300 comments to shape major infrastructure project in one of Melbourne’s fastest growing communities.
• Delivered bi-lingual multi-channel communications and engagement strategy for high profile transport infrastructure projects including the Maidstone tram facility with people viewing Engage Victoria page more than 4700 times, social media advertising reaching over 20,000 people and community newsletters delivered to 2200 properties.

Responsibilities:

• Developed and executed integrated communications and stakeholder management strategies to position, protect and promote Vicinity’s corporate and consumer brands to increase profile and brand awareness
• Executed multi-channel communications, stakeholder and media strategies of complex COVID-19 restrictions nationally, advising C-suite, proactive government engagement, media spokesperson, social media management and preparation of integrated customer materials including social, digital and in centre and retailer engagement
• Oversaw issues and crisis management for 60+ shopping centres and Vicinity corporate, successfully navigating sensitive issues while safeguarding the company's reputation
• CEO and Executive communications to position the performance of the company to key stakeholders, media and securityholders
• Reporting to the C-suite, led cross-functional team of three and managed corporate social media channels, corporate digital and corporate brand

Achievements:

• Headed key company performance events for CEO including Annual General Meeting, Quarterly Update, Property valuations and the acquisition of seventh DFO centre generating positive media coverage in The Australian Financial Review, The Australian and key industry publications
• Enhanced Vicinity brand and position as a thought leader in luxury retail partnering with Gucci, Tiffany’s and Kenzo to achieve $2 million in media coverage across luxury, consumer-facing and business publications.

Responsibilities:

• Led corporate communications nationally for Vicinity’s multi-billion-dollar development pipeline
• Developed and implemented omni-channel strategic communications and stakeholder strategies from planning through to construction and launch. ISentia’s Media Insights report ranks Vicinity well above the retail industry with redevelopments the leading topic and the most favourable
• Strategic counsel to CEO, Chief Development Officer and team on external affairs including crisis and issues management, reputation management, government and community relations and stakeholder engagement
• Media management for all of Vicinity’s development and mixed-use projects to lift share-of-voice and brand profile in key media
• Built new and leveraged existing key media relationships in retail, property, business and consumer to enhance corporate brand and grow target audience
• Advising the Executive to position Vicinity as industry and thought leader. Facilitated media training and provide strategic counsel to CEO and Executive including production of media and thought leadership materials including speeches, media releases, media statements, event briefs and scripts.

Achievements:

• Successfully launched bi-lingual multi-channel media, communications and stakeholder engagement strategy for mixed-use development of Bankstown. Generated favourable editorial coverage seen by more than one million people via Channel Nine News, The Daily Telegraph, The Australian and digital and social reporting
• Led and established new proactive communications, stakeholder and government strategy supporting the $2 billion redevelopment pipeline. Key projects included generating $1.4 million in media coverage for the DFO Perth redevelopment launch and executing the $350 million Mandurah Forum redevelopment launch with Premier, which record engagement in WA across broadcast, online, social and print coverage, including securing a strategic partnership with Today Tonight
• Led media and communications campaigns for high profile development launches including The Glen which achieved 93 editorial placements, seen by 6.1 million people, a PR value of $2.1 million and 100 per cent positive lifting Vicinity’s profile in mixed-use developments and market-leading destinations.

Responsibilities:

• Strategic counsel to Chief Executive, Executives for development projects, acquisitions, transactions, sustainability and leasing including preparation of media and thought leadership materials including speeches, media releases, media statements and scripts
• Management of media, corporate, government and stakeholder events and launches. Worked proactively to build relationships with traditional and digital media professionals to generate favourable media coverage and lift share-of-voice and brand profile in key media across consumer, property, retail and business
• Responsive and timely issues management to protect brand and mitigate reputation risk on fast-breaking for 60+ shopping centres across Australia and Vicinity corporate brand
• Managed high-profile issues including residential construction, small business employment, redevelopment disruption, disability services and safety incidents.

Achievements:

• Crisis management of DFO Essendon plane crash. Acting as an advisor on the Executive Crisis Management Team I successfully led government and stakeholder engagement strategy and retailer and customer communications to deliver clear, concise, co-ordinated information to the impacted community.
• Established Vicinity Centres issues management framework for its 60+ centres, providing daily counsel to centre teams to support brand and minimise reputation impact. This approach resulted in minimal reputation impact, with independent media analysis finding that Vicinity’s media coverage is deliberately and well-managed and ranks high in favourability, above its peers.

Responsibilities:

• Provided strategic advice to senior leadership teams including Development, Shopping Centres, Leasing, Safety, and Community and managed media relations, corporate and internal communications and issues management
• Led the development of new comprehensive internal communications strategy, aligned with organisational goals. Produced national internal magazine, monthly people leader cascade materials, intranet content, videos, CEO blogs and Town Hall sessions that were valuable platforms to share company updates, employee achievements and industry insights
• Developed and implement proactive media agenda to leverage strategic business milestones
• Opportunities and preparation of all media-facing materials, internal communications materials and social media and digital content
• Company spokesperson and established media and speaking opportunities and positioned senior leaders as thought leaders on pertinent and emerging issues

Achievements:

• Developed and executed external and internal communication strategies for major development projects, including the $110 million expansion of Cranbourne Park (Vic) and $32 million development of Warnbro (WA), aligned with the company's objectives and brand goals. Achieved extensive coverage across business, property, industry and local media to build brand awareness and awareness of newly refurbished centres in $1.3 billion development pipeline
• Led media, community, employee and government relations strategy for first mixed-use $430 million redevelopment at The Glen (Vic) which resulted in project approval and positive media coverage in Herald Sun, The Age along with widespread property and industry media