Claudine Laycock

Responsible for the development, implementation, and optimisation of marketing plans as part of the annual strategic cycle to deliver on brand and sales goals.

• Led the inception and strategic development of BIG W’s largest multi-channel campaign, 'More For Less', which effectively stabilised the value perception metric Month on Month, resulting in a +3 pts improvement Year on Year.
• Led the development and implementation of the business priority campaign 'Fits Unlike', which improved brand perceptions by +1pts, the first uplift BIG W had seen in 9 months. Improved category consideration by +3pts Month on Month, and +5.9% increase in creative effectiveness against industry retail benchmarks.
• Utilised consumer trend data, website analytics, and SEO data to develop a 6-month content plan and budget allocation to achieve business sales objectives for the clothing commercial cycle.
• Collaborated on the end-to-end delivery of the Christmas campaign, achieving a record brand trust score in December (+3 LY) and surpassing the lead competitor for the first time.
• Successfully executed Christmas trade campaign, resulting in significant business sales growth across all campaigns. This contributed to a sales uplift of +7% compared to the previous year.
• Manage the associated budgets to deliver marketing activity including production, media and other expenses.

• Managed end-to-end delivery of full funnel marketing plan for campaigns (up to $1m), while supporting the development and execution of larger-scale campaigns.

• Responsible for supporting the marketing lead in executing the full-funnel marketing plan, leading content project and vendor funder activity.

• Managed above the line paid media campaigns including: Market research, audience insights, analysing competitive activity in market, media channel plan recommendations, developing and presenting response to briefs, negotiation with media and implementing and optimising media buys.