Barbara Ellis

• Establish the Marketing function in APAC as the strategic engine for organisational growth in the region
• Develop the 3 year strategic plan for APAC regions of AU, NZ, Japan, Vietnam align globally and locally
• Attract Builders to MiTek and MiTek Frame and Truss Fabricators and maximize brand awareness for MiTek increasing revenues year on year
• Develop and amplify content to represent MiTek in wider timber and residential building forums and industry bodies - HIA, ABIS NZCB, BOINZ
• Develop and implement internal and external corporate communications inline with global requirements
• Increased brand awareness by developing and implementing strategic marketing campaigns.
• Collaborated with sales teams to develop integrated promotional campaigns that increased overall revenue growth.
• Conducted comprehensive market research to identify emerging trends and capitalize on new opportunities.
• Analyzed competitive landscape, identifying potential threats and opportunities for strategic positioning in the marketplace.
• Established strong relationships with key industry influencers to elevate brand reputation.
• Improved lead generation efforts by implementing targeted inbound marketing strategies that attracted high-quality prospects.
• Managed trade show presence, maximizing exposure through eye-catching booth designs and engaging presentations.
• Streamlined internal processes, resulting in improved productivity and cost savings for the department.
• Developed new branding strategies and marketing collateral to foster business development and achieve revenue targets.
• Identified target audiences and devised campaigns to match target demographics and optimize results.
• Established targets for social media platforms to reflect business objectives.
• Developed and implemented targeted digital strategy to improve business performance.
• Completed and submitted monthly and yearly reports to support executive decision making.
• Planned and executed marketing campaigns to target groups, areas and wider community.
• Managed workflow between staff, coordinating documents, and creative material distribution.
• Managed relationships with key industry partners and implemented promotional initiatives to maximize marketing program performance.
• Created and managed social media campaigns to increase brand engagement.
• Enhanced customer engagement with targeted social media strategies and content creation.

• Identification and prioritization of growth segment post restructure May 2019
• Led the development of the 3-year strategy for Retail and B2B channels for ANZ for the Auto Aftermarket segment including retail customer promotion planning, NPD pipeline, sales aids/training materials and communication pans (digital, social)
• Results included 10% increase in shelf sales and additional listings of 3 new sku’s in Supercheap Auto and Repco stores
• Development of the Marketing strategies and executional plan for products in the Rubber Repair and Wear & Abrasion Mining segments (Devcon and R-Flex brands) including customer acquisition, presentation materials and lifecycle management achieving a 40% increase in revenue for Devcon and 20% increase in R-Flex in 6 months
• Developed how to use instructional content including video’s, data sheets and brochure ware for full Mining product range
• Managed successful product launches, ensuring timely delivery and widespread adoption in target markets.
• Analyzed website traffic patterns to optimize user experience, resulting in lower bounce rates and increased time spent on site.
• Conducted thorough market research to identify new opportunities and gain competitive advantage.
• Collaborated with sales teams to develop integrated marketing approaches for lead generation and revenue growth.

• Interim position in place to realize profit improvement and market share growth post restructure of manufacturing operations.
• Management of brands Pink, Soundbreak, Foamcell and PirFormatherm
• Leadership team member with full P&L responsibilities for product ranges across 3 market segments - Residential, Commercial and Industrial/HVAC
• Build the marketing competency in the business with a focus on growing profitable market share with emphasis.
• Develop the marketing team structure and HR framework including competencies, job descriptions on development plans and training
• Development of full mix Marketing strategies for all brands within segments including:
• Brand Architecture
• Customer insights and category planning
• NPD identification and execution
• Digital strategy roadmap - website, social channels, SEO, SEM, display, lead generation - B2B and
• B2C and e-commerce pathways to improve customer experience and engagement
• Achieved 20% growth for Pink Soundbreak high density batts and a 40% growth in Sisalation Foam insulation
• Representation on industry body working groups with emphasis providing feedback and positioning on building code changes effecting Insulation and HVAC solutions, energy efficiency and sustainability in residential construction.
• Increased brand awareness by implementing strategic marketing campaigns across multiple platforms.
• Conducted thorough market research to identify new opportunities and gain competitive advantage.
• Established clear KPIs for all marketing activities, enabling accurate performance evaluation and continuous improvement efforts.
• Developed comprehensive social media strategies that boosted online presence and follower engagement rates significantly.
• Managed trade show participation from booth design to event promotion, generating significant leads from each event attended.
• Mentored junior marketers within the organization on best practices, contributing to their professional growth and the overall success of the marketing department.
• Allocated resources effectively across multiple projects, ensuring timely completion within budget constraints.
• Collaborated with sales teams to develop integrated marketing approaches for lead generation and revenue growth.
• Implemented data-driven decision-making to optimize marketing strategies and maximize ROI.
• Fostered 12% growth in revenue through development and implementation of innovative promotional and sales strategies.
• Implemented new product line launches by initiating strategic advertising projects, marketing tactics and social media alliances.
• Promoted programs, products and services with multi-channel strategies.
• Coordinated cross-functional teams for product development projects that resulted in successful market introductions.

• Maternity leave cover (6 months) – Provide leadership to the In- Home baking business of White Wings (cake mixes and flour) and Pampas Pastry during a time of significant launch activity and competitive business pressure
• Launched 5 new lines of White Wings cake mixes – achieving listings in both Coles and Woolworths
• Developed the growth strategy for White Wings flour and NPD pipeline
• Identified $180K of savings via value engineering the White Wings cake mix range
• Managed social media accounts for optimal audience engagement and increased online presence.
• Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
• Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels.
• Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
• Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
• Mentored junior team members, providing guidance and support to foster professional growth and skill development within the marketing department.
• Negotiated partnerships with key influencers, maximizing brand exposure in target markets.
• Established brand guidelines to ensure consistency across all marketing materials and communications.
• Monitored competitor activities, adapting strategies to maintain competitive advantage.
• Analyzed campaign performance data to adjust tactics and maximize ROI.
• Enhanced online presence, optimizing website content for SEO and improving user experience.

• Interim Leadership position with full P&L responsibilities across 12 categories and over 5,000 active Sku’s
• Develop the brands within the Divisional portfolio - Buildex, Zenith, Ramset, Paslode, Pryda, Prestige, Lane security and set the path to build loyalty reducing risk of deletion in the face of competitor activity.
• Develop project management process to provide transparency of project status and approval prior to launch to ensure profitability and reduce slow moving stock (Stage Gate process)
• Leadership of the Marketing/Category teams – developing their skill set of ITW 80/20 – front to back strategic processes. improving decision making and business understanding and CRM mining (Salesforce).
• Collaborated with sales teams to develop integrated marketing approaches for lead generation and revenue growth.
• Managed successful product launches, ensuring timely delivery and widespread adoption in target markets.
• Coordinated cross-functional teams for product development projects that resulted in successful market introductions.
• Mentored junior marketers within the organization on best practices, contributing to their professional growth and the overall success of the marketing department.
• Achieved 15% growth in topline revenue through development and implementation of innovative promotional and sales strategies.

• Develop product strategy and action plans to capitalize - to grow the parasiticide portfolio as it approached the end of patent protection.
• $15 mill in potential incremental revenue identified through sales in grocery channel, $10 mill in Ecommerce model
• Develop the segmentation for Companion Animal owners/shoppers, providing clarity to communication materials. and increasing communication effectiveness in clinic (Vet and practice staff), in retail and on-line environments (e-commerce) and Loyalty program B2B to on sell to B2C
• Developed B2B training and selling tools for vet practices (Vets and Vet assistants) focused on aiding sales to pet owners
• Increased Digital/social community member acquisition (+ 25% growth in subscribers) and ongoing interactions and community support to sell

• Launch the Opal Electronic Ticket for public transport in NSW, meeting progressive roll out dates, card acquisition targets and no negative press coverage
• Senior Campaign Manager responsible for leading the development of all communication materials and activities (internal and external) to deliver card acquisition to meet Government published targets for the progressive go live which was planned to take 18 months
• Stakeholder Management across 5 government departments, 3 modes of transport and the general public ensuring 100% positive press coverage of Opal during the launch period
• Digital strategy development and execution – website, Mobile website including e-commerce capability
• Highly successful results with project roll out ahead of plan by 6 months

• Architectural Leadership Team member and Marketing Department head with full P&L responsibility and EBIT accountability
• Development of annual marketing planning including product portfolio management, new product pipeline identification and execution
• Development of complete communication strategies covering Digital/Social, broadcast, print, sponsorships, partnerships and promotions targeted to B2B and B2C targets.
• Increased brand awareness by developing and implementing strategic marketing campaigns.
• Collaborated with sales teams to develop integrated promotional campaigns that increased overall revenue growth.
• Enhanced customer engagement with targeted social media strategies and content creation.
• Conducted comprehensive market research to identify emerging trends and capitalize on new opportunities.
• Mentored junior staff members, providing guidance in professional development and fostering a collaborative team environment within the department.

● Developed and implemented a unique communication strategy for Burgen, resulting in an incremental $15mill in sales in 12 months
● Launched - Tip Top Up EnerGI – Australia’s first low GI white bread over achieving the budget of incremental +200,000 loaves per week and driving 20% growth to the UP Brand and narrowing the gap to competition from 240k loaves to 40k loaves
● Achieved 63% growth of Tip Top 9 Grain via launch of flavour line extensions achieving segment leadership in 12 months
● Preparation of Fire Insurance report that achieved $15 mill payment against an expected $8m.
● Leadership of cross functional NPD teams

• Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty.
• Monitored financial performance, set budgets and controlled expenses to provide financial stability and long-term organizational growth.
• Maximized efficiency by coaching and mentoring personnel on management principles, industry practices, company procedures, and technology systems.
• Drove year-over-year business growth while leading operations, strategic vision, and long-range planning.
• Directed comprehensive sales efforts to exceed revenue targets consistently while maintaining customer satisfaction levels.
• Developed and executed strategic plans for business growth and expansion, resulting in increased market share.

• Launched Acuvue 2 Colours achieving 30% incremental sales to budget in first 12 months
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
• Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
• Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
• Improved customer loyalty by implementing effective email marketing campaigns and personalized offers.
• Mentored junior team members, providing guidance and support to foster professional growth and skill development within the marketing department.
• Negotiated partnerships with key influencers, maximizing brand exposure in target markets.
• Increased customer engagement with creative content strategies, tailoring messages to target demographic preferences.

• Researched market trends to identify customer needs and preferences for strategic planning.
• Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives.
• Collaborated with cross-functional teams for successful product launches and coordinated marketing efforts.
• Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
• Managed budgets, ensuring efficient allocation of resources for maximum return on investment in marketing initiatives.
• Researched and identified new opportunities for product and brand development.