Alyce Borg
Melbourne,Australia
Summary
High performing, commercially driven leader with 17 years’ experience leading marketing strategy, innovation, advertising and communications across a number of Australia’s leading Retail and FMCG brands with budgets exceeding $10M, including Coles Supermarkets/Liquor, Mission Foods, Conga Foods, L’Oréal, Target Australia, Bapcor (Autobarn, Midas, ABS and AutoPro), Specsavers, Anaconda, Baby Bunting, Clark Rubber and Hairhouse. I have a proven expertise at being able to define and execute strategic plans including media activity, consumer insights, competitive, ROI and execution. Thrives in dynamic and challenging environments that require genuine cross-functional collaborations to achieve innovation, strategic partnerships, exceptional client experiences. As a results oriented, collaborative leader with outstanding negotiation, crisis management capabilities I have an agile communication style with the ability to build and lead teams to exceed goals and objectives while also instilling confidence across the complete spectrum of stakeholder groups.
Overview
19
19
years of professional experience
Work History
Category Marketing Manager
Target Australia
Melbourne , VIC
04.2023 - Current
- Collaborated with other departments to coordinate strategic marketing activities.
- Created and managed promotional campaigns to drive sales growth in the category.
- Collaborated with sales teams to determine competitive pricing and promotional activities for each product category.
- Conducted research to determine ideal markets for products and services.
- Collaborated with cross-functional teams including Sales, Creative, and Production departments to develop effective campaigns.
- Developed and implemented marketing strategies to increase brand awareness and sales.
- Developed exit strategies to quickly remove unsuccessful products.
- Used forecasting methods to determine product demand.
- Planned and facilitated meetings to share marketing plans and explain future business goals.
- Managed relationships with vendors and suppliers to ensure timely delivery of products within the category.
- Conducted research on potential target markets and identified key insights to inform campaign development.
- Planned advertising campaigns for online, print and other mediums.
- Monitored competitors' activities to stay ahead in the market.
Pitch Consultant- Spotlight Group Holdings
Nunn Media
Melbourne , VIC
01.2024 - 04.2024
- Monitored operations and reviewed records and metrics to understand company performance.
- Maintained positive working relationship with fellow staff and management.
- Audited company's legal documents to verify compliant policies and procedures.
- Set specific goals for projects to measure progress and evaluate end results.
- Evaluated existing systems and processes against industry best practices to enhance efficiency.
- Implemented strategies to take advantage of new opportunities.
- Facilitated training sessions for new employees on company policies and procedures.
- Collaborated with clients to develop action plans to address specific challenges and objectives.
- Worked closely with human resources to support employee management and organizational planning.
- Organized client meetings to provide project updates.
Account Director- BMW Australia
Atomic 212
Melbourne , VIC
10.2022 - 10.2023
- Developed briefs and pitches for customer projects by utilizing business skills and marketing knowledge.
- Negotiated contracts and fees with media professionals to secure pricing.
- Resolved any conflicts between clients' needs, requirements and available resources, capabilities within the organization.
- Collaborated with other departments such as design, production, finance, and legal to ensure smooth functioning of processes.
- Managed day-to-day operations of account team members to ensure timely completion of tasks.
- Provided leadership in developing innovative ideas for advertising campaigns that resulted in increased sales revenue.
- Reviewed performance data from previous campaigns and projects in order to identify areas requiring improvement or optimization.
- Conducted market research and reported on competitors.
- Coached, developed and motivated team to achieve revenue goals.
- Collaborated with clients to develop advertising solutions and future growth plans.
Senior Communications/Business Director
Hatched Media
01.2014 - 04.2022
- Company Overview: Australian owned, independent media agency
- Where Media is Crafted
- Hatched Media’s first employee - assisted Managing Director with set up of agency
- Recruitment of new employees, new system implementation/media tools, introduced Baby Bunting & Hairhouse as new clients to Hatched
- Managed a team of 4 to inspire and motivate them to deliver their absolute best
- Worked across FMCG, Retail brands – Mission Foods, Conga Foods, Bapcor, Baby Bunting, Hairhouse, Fun Lab, Village Cinemas and Clark Rubber
- Managed advertising budgets exceeding $10M
- Provided clients with market and competitor research & marketing strategy
- Lead the process of answering client briefs by pulling together and leading across -discipline skills
- Motivated and challenged the team to deliver their best work
- Business development and Account Management of new clients for the agency
- Presented and attended key briefings for clients
- Managed media responses/pitches
- Reporting into the MD, trusted advisor
- Reported on Client activity, team productivity & Business Director meetings
- Monthly budgeting & forecasting management
- Key relationship management with media stakeholders
- Performance management across the team/agency
- Managed new store openings across retail clients (Hairhouse, Village Cinemas, Baby Bunting and Bapcor)
- Retained staff through engagement, learning trust and flexibility
- Australian owned, independent media agency
- Where Media is Crafted
Senior Communications/Business Development Manager
Kruse Media
01.2012 - 01.2014
- Company Overview: Melbourne based, independent and accredited media agency, representing some of Australia’s biggest and fastest growing brands
- Managed the Anaconda account with spend over $2M in advertising
- Ensure all campaigns went live and were delivered on time and on budget
- Managed a team of 4 including performance management, employee engagement and people leadership
- Ran weekly meetings with clients face to face to ensure clients and staff were updated on complex media buying and planning landscape
- Weekly work in progress reporting with regards to client advertising campaigns
- Worked alongside MD on securing new business for the agency (Hairhouse and Baby Bunting)
- Managed key clients – Spotlight Retail Group (Spotlight & Anaconda Group)
- Melbourne based, independent and accredited media agency, representing some of Australia’s biggest and fastest growing brands
Agency Sales Manager
Pacific Magazines
01.2011 - 01.2012
- Company Overview: Magazine publisher operating in Australia, owned by Seven West Media Group (Total Mag, Better Homes & Gardens, New Idea, Marie Claire
- Acquired by Bauer Media Australia in March 2020
- Managed wide spread magazine titles within the Pacific Magazines portfolio
- Worked in the sales division
- Liaison with key media agencies (Starcom & OMD)
- Innovation, sales and project management across the agencies key clients, Mattel & Fonterra Group Australia
- Magazine publisher operating in Australia, owned by Seven West Media Group (Total Mag, Better Homes & Gardens, New Idea, Marie Claire
- Acquired by Bauer Media Australia in March 2020
Senior Media Planner/Buyer
Universal McCann
01.2008 - 01.2010
- Company Overview: Global media and advertising agency
- Member of Interpublic Group, operating under the IPG Mediabrands branch
- Managing budgets $2M plus
- Taking briefs, responding/presenting to clients
- Client Services across Target Australia, Coles Supermarkets/Liquor, and L’Oréal
- Key contact/relationship formation with key media suppliers
- Campaign management - deadline driven – quick turnaround in retail
- Worked on the Target Australia pitch and retained the client
- Coached and mentored media assistants and media buyers
- Global media and advertising agency
- Member of Interpublic Group, operating under the IPG Mediabrands branch
Media Buyer
Universal McCann
01.2007 - 01.2008
- Company Overview: Global media and advertising agency
- Member of Interpublic Group, operating under the IPG Mediabrands branch
- Campaign management – deadline driven – quick turnaround in retail
- Global media and advertising agency
- Member of Interpublic Group, operating under the IPG Mediabrands branch
Media Assistant
Universal McCann
01.2006 - 01.2007
- Company Overview: Global media and advertising agency
- Member of Interpublic Group, operating under the IPG Mediabrands branch
- Input activity into systems and plugging into BCC/Roy Morgan media tools
- Global media and advertising agency
- Member of Interpublic Group, operating under the IPG Mediabrands branch
Skills
- Business & Marketing Strategy
- Internal/External Stakeholder Management
- Budgeting & Forecasting
- Account Management
- New Business Development
- Service Quality Optimisation
- Marketing Planning
- Employee Engagement & Leadership
- Cross-functional business collaboration
- Market Analysis, Trends & Updates
- Multi-Channel Content Management
- Project Management
- Workforce Capability Building
- People Management
- Growth Acceleration
- Media & Marketing Communications
- Advertising & Promotions
- Social Media Strategy
- Campaign Management
- Marketing & Digital Technologies
- Media Tools - Roy Morgan, ERAM, AQX & BCC
- Local Area Marketing (LAM)
Timeline
Pitch Consultant- Spotlight Group Holdings
Nunn Media
01.2024 - 04.2024
Category Marketing Manager
Target Australia
04.2023 - Current
Account Director- BMW Australia
Atomic 212
10.2022 - 10.2023
Senior Communications/Business Director
Hatched Media
01.2014 - 04.2022
Senior Communications/Business Development Manager
Kruse Media
01.2012 - 01.2014
Agency Sales Manager
Pacific Magazines
01.2011 - 01.2012
Senior Media Planner/Buyer
Universal McCann
01.2008 - 01.2010
Media Buyer
Universal McCann
01.2007 - 01.2008
Media Assistant
Universal McCann
01.2006 - 01.2007
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