Summary
Overview
Work History
Education
Skills
Timeline
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Dani Luck

Brisbane,QLD

Summary

Experienced marketer with a proven track record in driving brand growth. Aspiring to join the dynamic team at Entain, I bring a wealth of experience in driving commercial growth and enhancing brand visibility in the highly competitive landscape. With a strategic mindset and a deep understanding of consumer behavior, I am adept at leading cross-functional teams to deliver impactful campaigns that resonate with the target audience. My ability to analyse market trends, optimise marketing spend, and foster strong stakeholder relationships positions me as a valuable asset in championing the Neds brand across marketing and product functions.

Overview

10
10
years of professional experience

Work History

Head of Marketing

Amart
01.2022 - Current
  • Develop and manage marketing strategy across content, creative, partnerships, media, and campaigns for Amart brand to increase brand awareness, customer consideration, and lead acquisition.
  • Oversee $30+ million marketing budget, ensuring timely and budget-compliant campaign delivery.
  • Lead ongoing rebranding initiative through comprehensive market research and champion brand across business and partners.
  • Spearhead brand identity and marketing launch for Amart’s new product collection (launching June).
  • Improved media efficiencies, increasing ROI from $2.59 in FY22 to $2.85 in FY23 through commercial mix modeling.
  • Formulate and track KPIs and success metrics for precise performance assessment, including brand tracking.
  • Support RFP process for transitioning media agency services.

Brand Activations Manager

GHD
02.2021 - 01.2022
  • Developed and executed brand initiatives to drive commercial growth in ghd Australia and New Zealand based on brand and market research.
  • Oversaw campaign planning and event activations, successfully introducing new product developments to the market.
  • Directed a team for local B2B and B2C activations, crafting support materials for salon, trade, and retail purposes that adhere to the global brand standards..
  • Identified opportunities and minimised risks in forecasting, offering recommendations for product category enhancement.
  • Orchestrated project management across internal teams, ensuring timely and budget-compliant campaign delivery.

Brand, Campaign & Advertising Manager

Flight Centre Travel Group
03.2019 - 09.2020
  • Directed strategic campaign and media initiatives for Flight Centre, aligning with business goals to maintain brand awareness, increase customer consideration, and drive lead generation.
  • Elevated brand awareness and consideration by 10% (2019-2021), implementing advertising strategies aligned with Flight Centre's brand identity, achieving the most robust month in two years for brand consideration and purchase intent with "Grand Kids Moved to Canada? Corgi Ad" campaign.
  • Managed a $40 million media budget across digital and traditional channels.
  • Oversaw an eighteen-person department of multiple teams, with various levels from entry to senior, leading project management efforts, ensuring timely delivery of the brand calendar and campaigns.
  • Managed crucial stakeholder relationships with external agencies, media, creative teams, and key suppliers, consistently refining campaign strategies and ROI analysis for optimal efficiency.
  • Developed and assessed KPIs and success metrics, including brand tracking, to measure the effectiveness of initiatives.
  • Appointed as Marketing Project Lead during Flight Centre Travel Group's store closures, completing a 5-year store network transformation in an accelerated 6-week timeframe, resulting in a global cost reduction of $50 million.

National Campaigns Manager - Various Roles

Flight Centre Travel Group
10.2017 - 09.2020
  • Managed Flight Centre campaigns across diverse marketing channels, securing $11 million in funding from tourism bodies & key aviation, land & cruise suppliers by presenting campaign opportunities and results to stakeholders.
  • Developed co-operative campaigns based on in-depth analysis of seasonality, destination trends, key contracts, and supplier collaborations.
  • Achieved a 30% to 80% growth in destination campaign activities through refined strategies and tactical marketing implementations.
  • During Flight Centre Travel Group change transformation, was promoted to lead & implement a new
    tactical team tasked with delivering tactical product sales to market to Australians underpinned
    by mass reach and speed to market whilst remaining low resource.
  • Managed a $12 million tactical media budget and liaised closely with Media Agency, to plan, buy
    & evaluate effective tactical media channels.
  • Developed and upheld brand guidelines and adherence in all owned and paid channels.
    Achievements
  • Established a new team with a business plan for tactical marketing, processes & metrics of success resulting in Marketing team of year FY 17/18.
  • Consistent delivery of tactical sales to market in ATL channels under two hours and under 30 minutes in owned channels, which had previously taken up to seven days to execute.

Western Australian Marketing Manager

Flight Centre Travel Group
10.2016 - 10.2017
  • Provided strategic marketing direction for Western Australia and Northern Territory, supporting local market growth and state sales under the WA General Manager's guidance.
  • Developed and executed annual state marketing and events plans, fostering local market support and growth. Initiated successful state-based partnerships such as City2Surf 2017 and 7West Media Telethon, meeting customer acquisition targets.
  • Collaborated with the Product Leader to devise a tailored WA-specific product-to-market strategy, addressing unique state requirements.

Queensland & Nth NSW Marketing Executive

Flight Centre Travel Group
07.2014 - 10.2016
  • 15/16 Financial Year Award: Outstanding Contribution to the QLD/Nth NSW Nation Award for Marketing.
  • Developed local marketing tool kits rolled out nationally increasing efficiencies & ROI.
  • Played an integral role in implementing a regional brand campaign, Mackay, The Daily Mercury - Flight Centre Travel Extra. This work received third place at the International News
    Media Association Global Awards for Best Marketing Solution for an Advertising client & third place for Best Execution of Native.

Education

Bachelor of Journalism - Minor Public Relations & Marketing

QUT
BRISBANE
2010

Mini Brand MBA -

Mark Ritson
2020

Leadership Training -

Flight Centre Travel Group
2019

Negotiation Skills Course -

Negotiation Partners
2019

Skills

    Brand marketing

    Marketing strategy

    Media planning & optimisation

    Budget management

    Campaign management & analysis

    Events, partnerships & sponsorships

    Customer Insight analysis

    Ability to drive vision & motivate teams

    Communications skills

    Stakeholder management

    Problem solving

    Data-led, structured & logical thinking

    Strategic & analytical

    Adaptable & agile

    HBDI: 1111 Quadruple

Timeline

Head of Marketing

Amart
01.2022 - Current

Brand Activations Manager

GHD
02.2021 - 01.2022

Brand, Campaign & Advertising Manager

Flight Centre Travel Group
03.2019 - 09.2020

National Campaigns Manager - Various Roles

Flight Centre Travel Group
10.2017 - 09.2020

Western Australian Marketing Manager

Flight Centre Travel Group
10.2016 - 10.2017

Queensland & Nth NSW Marketing Executive

Flight Centre Travel Group
07.2014 - 10.2016

Bachelor of Journalism - Minor Public Relations & Marketing

QUT

Mini Brand MBA -

Mark Ritson

Leadership Training -

Flight Centre Travel Group

Negotiation Skills Course -

Negotiation Partners

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