Bernadette Watkins
Brand Specialist
Sydney,NSW
Summary
Results-focused international Brand Enthusiasts with over 15 years of experience developing and executing strategies cross-markets that drive awareness, engagement, and integrated efforts to yield results. Passionate and purpose-driven to make things happen (creatively and successfully).
Overview
23
23
years of professional experience
Work History
Brand Consultant
Self-Employed
06.2022 - Current
- Developed brand identity transformation and management
- Enhanced brand recognition by developing and developed strategic assets and communications
- Identified trends and adjusted branding strategies to capitalise opportunities/gaps
- Optimised digital marketing efforts by assessing insights and adjusting plans accordingly
- Demonstrated creativity and resourcefulness through development of innovative solutions.
- Leadership skills in managing projects from concept to completion, and motivating team members
- Managed cross-functional stakeholder for timely completion and overall alignment
Group VP Brand & Marketing
FWD Group
10.2014 - 05.2022
- Lead region-wide brand strategy including creation of brand identity, architecture, and international brand governance (Hong Kong/Macau, Singapore, Japan, Thailand, Indonesia, Malaysia, Vietnam, Cambodia, Philippines).
- Drive strategy and creative vision of group-wide annual brand campaign(s) and plans, and adjusting as required for established and emerging markets
- Orchestrated online and offline brand strategies to increase awareness, enhance conversion, and promote customer life time value
- Enhanced brand experience through integrated CX strategies and transforming key touchpoints including website, apps, and consumer platforms
- Negotiated key contracts with vendors/partners with global creative agencies and brands by leading RFP and setting commercial terms
- Developed and implemented new strategies and policies in collaboration with executive partners to establish and achieve long-term business objectives, providing company with strong and sustainable brand frame
- Spearheaded mergers and acquisitions brand projects, successfully integrating acquired companies efficiently and effectively to adopt best brand practices and standards
- Establish business unit KPIs and success metrics for market business plans
- Developed systems and protocols to protect company IP across all operating markets
- Established corporate and function collaborations to drive integrated and effective programs for portfolio
- Build and development of group brand & marketing team and lead vision across Digital Marketing, Branding & Communications, and Design
Head of Brand & Marketing
Transamerica Life Bermuda
06.2012 - 07.2014
- Lead complete re-branding and re-positioning of high-net-worth identity for Asia markets whilst adhering to parent company governance (USA)
- Enhancement of all branded touchpoints through effective journey mapping of user experience including website
- Partner with business leaders to champion new brand and provide training to ensure consistency, protection, and best practice execution
- Designed and implemented brand and marketing campaigns, events, and communications for B2C and B2B audience groups
- Manage agency and partner relationships, RFPs, contract negotiations and onboarding
- Proven ability to develop and implement creative solutions to complex problems
- Adaptable and proficient demonstration in learning new concepts quickly and efficiently (new category and industry)
Marketing & Branding Consultant
The Link REIT
10.2009 - 12.2011
- Managed and rolled out re-branding programs for Hong Kong's largest real estate investment network (own 150+ retail facilities).
- Developed and set retail marketing standards and practices for new developments including flagship retail spaces and tourist attractions.
- Launch flagship retail space with innovative marketing development initiating first international food & music festival and securing Hong Kong Tourism Board endorsement and multi-brand sponsorships.
- Established long-term high profile partnerships including international brands and local artists/fashion designers to generate awareness and increase brand credibility for commercial and community opportunities
- Developed and managed new category of branded and enhanced properties and proactively formulated branding frameworks, mandates and models across portfolio to achieve consistent and sustainable standards of delivery for launching brands.
- Used data-driven insights to inform branding decisions, ensuring strategies were grounded in measurable results, market trends, and audience receptiveness.
- Collaborated with cross-functional teams to develop and implement marketing and retail strategies.
- Built and reshaped new marketing team to support expansive business growth plans.
Head of Marketing
IPC Media Group
07.2008 - 10.2009
- Developed and planned all print and digital marketing strategies for Britain's best-selling homes magazine and newly-launched homes website -housetohome, portal for IPC's homes portfolio
- Spearheaded and secured high profile partnership for Ideal Home magazine and most visited consumer event (Ideal Home Show) in UK exhibitions in London. Securing long-term relationships and sponsorship, that contributed to increase in annual circulation audit and sustained number one position in market.
• Drove business growth through marketing strategies, innovative retail/newsstand initiatives, creative and advertising solutions, subscriptions acquisition and retention, events, licensing, and syndicated partners. - Formed strategic business partnerships with key British retailers such as Marks & Spencer, John Lewis, Next, IKEA, Sainsbury and Tesco to expand and reach new markets.
- Coordinated with design and media teams to develop high-quality creative assets for brand.
- Managed budget allocation and resource to maximise marketing ROI.
Marketing Manager
The Mall Corporation
London, United Kingdom
05.2006 - 06.2008
- Managed and developed national marketing strategies implemented across 23 UK shopping centres and rolled out UK portfolio branding initiatives including brand touch points and guidelines to create a unique commercial equity for assets.
- Identified and devised innovative, measurable marketing programs to leverage maximum potential of fashion-skewed retail mix (60%), including 23 customised seasonal fashion magazines reaching over 1 million consumers across the UK
- Negotiated partnerships with brands, maximising brand exposure in target markets.
- Led operating on-site (local) Marketing Managers to help achieve marketing objectives and set group goals, and identify critical success factors and barriers for each environment/asset.
Brand Manager
ACP Magazines (Bauer Media)
04.2004 - 02.2006
- Launched new women's lifestyle magazine and developed strategy to meet business expectations in competitive and saturated environment. Achieved targeted launch market share over critical entry period.
- Reversed declining performance of no.1 homes magazine title and introduced innovative and competitive magazine programs resulting net uplifts over 40%. Sustained number one market position.
- Developed, managed and planned strategic and tactical hybrid campaigns including retail, magazine, digital, events and trade through proactive collaborations with key business functions.
- Devised customised circulation strategies and understand matrix of each product's position and potential of various demographic audience groups with focus on women's lifestyle.
- Established third party partnerships to broaden appeal, target audience and grow magazine's market position and market share through strong brand affiliation
- Assisted in development of new website when electronic media was primitive in publishing industry, launch pad for online activities with syndicate including editorial and sub domain host (ninemsn).
- Established performance metrics to evaluate campaign success, making data-driven adjustments as needed to optimise efficiencies and results
- Conducted market research to identify key trends, and provide analytics in consumer behaviour, motivations, and changes that informed brand and marketing decisions.
Advertising and Promotions Manager
QIC Real Estate
10.2002 - 03.2004
- Conceptualise and design marketing and advertising promotional plan for number one shopping centre in Australia for over seven years
- Developed and fostered long-standing partnership and relationships with retailers and community groups.
Assistant Marketing Manager
Westfield Group
09.2000 - 10.2002
- Ensure marketing plan executed effectively to increase footfall, and promote retail spend.
- Successfully completed projects on-time and under-budget by collaborating with key business stakeholders.
Education
High School Diploma -
Stella Maris College
Manly, NSWDiploma of Business - Marketing
TAFE NSW College
SydneyCertificate III - Direct Marketing
Australian Direct Marketing Association (ADMA)
Sydney, NSWCertificate IV - Fashion Marketing
London College of Fashion, University of The Arts
London, United KingdomBachelor of Arts - Media And Communications
Charles Sturt University
Distance Education 2024
Short Course - User Experience Design
General Assembly
Singapore2020
Skills
- Brand Development
- Partnership Development
- Visual Identity Design
- Global Marketing
- Creative Direction
- Brand positioning
- Advertising Campaigns
- Campaign Development
- Project Management
- Content Management
- Integrated Marketing
- Customer Experience
Websites
Timeline
Brand Consultant
Self-Employed
06.2022 - Current
Group VP Brand & Marketing
FWD Group
10.2014 - 05.2022
Head of Brand & Marketing
Transamerica Life Bermuda
06.2012 - 07.2014
Marketing & Branding Consultant
The Link REIT
10.2009 - 12.2011
Head of Marketing
IPC Media Group
07.2008 - 10.2009
Marketing Manager
The Mall Corporation
05.2006 - 06.2008
Brand Manager
ACP Magazines (Bauer Media)
04.2004 - 02.2006
Advertising and Promotions Manager
QIC Real Estate
10.2002 - 03.2004
Assistant Marketing Manager
Westfield Group
09.2000 - 10.2002
High School Diploma -
Stella Maris College
Diploma of Business - Marketing
TAFE NSW College
Certificate III - Direct Marketing
Australian Direct Marketing Association (ADMA)
Certificate IV - Fashion Marketing
London College of Fashion, University of The Arts
Bachelor of Arts - Media And Communications
Charles Sturt University
Short Course - User Experience Design
General Assembly
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