ASHLEY LOCKLEE

Partnered with leading FMCG brands to deliver end-to-end shopper marketing campaigns, leveraging data-driven insights and creative execution to meet client objectives and drive measurable results.

• Strategy: Designed marketing proposals grounded in market research and consumer insights, translating data into actionable strategies.
• Campaign Management: Managed 72 multi-channel campaigns, including in-store, digital, and social activations, ensuring seamless execution from concept to evaluation.
• Creative Collaboration: Work closely with creative teams to align campaign assets with brand guidelines and client objectives.
• Stakeholder Engagement: Build strong client relationships and managed third-party suppliers to ensure project alignment and smooth delivery.
• Financial Oversight: Manage campaign budgets, prepared cost estimates, and ensured value through efficient resource allocation.

Key Achievements:

• Campaign Success: Led a cross-channel campaign for a major client, achieving 31.6M opportunities to be seen across 960 stores, 21.6M digital impressions, 536K social engagements, and delivered +62% average weekly sales growth.
• Client Portfolio: Delivered high-impact campaigns for clients like Fonterra, Jacobs Douwe Egberts, and Meat & Livestock Australia, driving measurable results across channels.

Managed key transformation projects and brand initiatives for Ben’s Original and Dolmio, delivering integrated marketing campaigns and product innovations to drive category growth and consumer engagement.

• Strategy: Developed category growth plans using consumer insights and market data to identify opportunities.
• Project Management: Oversaw seven NPD projects, managing timelines, packaging development, and cross-functional stakeholder engagement.
• Campaign Execution: Planned and delivered marketing communications, including digital, social media, and POS materials, to support brand activation.
• Stakeholder Engagement: Collaborated with R&D, production, supply chain, category, and sales teams to ensure the seamless execution of NPD initiatives.
• Financial Oversight: Tracked and allocated budgets, aligning resources with P&L objectives.

Key Achievements:

• Content Development: Produced engaging recipe content and marketing assets that resonated with consumers, significantly boosting brand awareness and engagement.
• Portfolio Success: Delivered the 2022 portfolio plan, aligning internal teams, and key customers to ensure successful execution.

Developed and executed omni-channel marketing strategies to drive engagement and sales growth for the MasterFoods Foodservice portfolio.

• Strategy: Delivered targeted marketing strategies tailored to the foodservice sector, including digital transformation initiatives.
• Campaign Management: Planned and executed integrated campaigns to improve brand visibility and engagement across physical and digital channels.
• Content Innovation: Partnered with creative agencies to deliver high-quality digital assets, and distinctive packaging designs.
• Stakeholder Collaboration: Maintained strong relationships with internal teams and external stakeholders to align marketing efforts with business goals.
• Budget Oversight: Managed a $900K communications budget, optimising allocation to maximise ROI.

Key Achievements:

• Campaign Delivery: Successfully delivered the Crush the New Normal campaign during the COVID-19 pandemic, increasing website traffic by 82%, and achieving a 5% sales uplift on top-performing products by aligning consumer trends with intelligent media targeting.
• Content Innovation: Launched Rogue magazine, an interactive online platform providing chefs with bold, innovative culinary tips, fostering engagement and loyalty.
• Channel Growth: Contributed to the development of a three-year channel strategy, including the first digital consumer promotions for the portfolio, with 75% of participants opting into ongoing communications.
• Digital Transformation: Spearheaded the redesign of the MasterFoods Foodservice website, enhancing user experience with updated content, recipes, and interactive features that increased traffic and engagement.

Established and led the shopper marketing function, growing the team from one to four members while delivering integrated strategies to support brand growth and retailer collaboration.

• Leadership: Built and developed the shopper marketing team, introducing onboarding programs and best practices.
• Strategy: Delivered shopper-centric strategies that aligned brand and retailer objectives, driving mutual growth.
• Campaign Execution: Managed annual campaign calendars, combining insights-driven initiatives across in-store, digital, and experiential touch points.
• Stakeholder Engagement: Partnered with internal teams and retail stakeholders to ensure alignment and successful campaign rollouts.
• Budget Management: Oversaw a $2M budget, ensuring resources were allocated effectively to maximise ROI.

Key Achievements:

• Growth Initiatives: Delivered YOY growth (2016-2019) through shopper centric, occasion based 'Nutritious School Mornings' campaign during 'Back to School' period, improving campaign efficiency and effectiveness (econometric modelling).
• Campaign Impact: Led the Weet-Bix '90th Birthday Personalised Bowl' self liquidating consumer promo, with 88% awareness from shopper pack design to sell 50K bowls in 50 days with no ATL spend.
• Campaign Impact: Created insight led "Better Brekkie" recipe inspiration campaign, increasing owned media engagement by +70% (22K downloads, 190K video views, 2K shares, 1K comments).

Supported the execution of shopper marketing strategies and brand activations, ensuring alignment with business objectives and delivering impactful campaigns across Petrol, Convenience, and Route channels.

• Campaign Management: Assisted in the development and execution of in-store promotions and consumer activations, ensuring alignment with brand and channel strategies.
• Strategy: Created and implemented shopper marketing plans, integrating brand objectives with retail requirements to maximise shopper engagement.
• Event Coordination: Managed customer trade shows and trade media engagements, showcasing product portfolios, and strengthening brand presence.
• Stakeholder Engagement: Partnered with agency teams to deliver creative briefs, marketing collateral, and on-brand activation materials.

Key Achievements:

• Business Growth: Contributed to improved brand visibility and strong sales performance through impactful in-store campaigns and activations.
• Creative Solutions: Played a key role in equipping sales teams with effective tools and resources to enhance customer engagement.

Managed a portfolio of over 300 client accounts, driving sales growth and ensuring consistent delivery of territory KPIs.

• Strategy: Developed and executed tailored territory sales strategies, focusing on customer needs and market opportunities.
• Account Management: Built and maintained strong relationships with clients, improving customer retention and fostering long-term partnerships.
• Visual Merchandising: Designed and implemented merchandising plans to optimize product placement and maximize brand visibility across retail outlets.
• Sales Performance: Delivered on field cycle plans and set KPIs, ensuring alignment with broader sales objectives.

Key Achievements:

• Sales Growth: Reversed a six-year sales decline in the territory, achieving a 4% sales uplift in 2013 through targeted strategies and client engagement.
• Innovation: Developed a customer rewards program adopted company-wide to drive new business opportunities.