Summary
Overview
Work History
Education
Skills
Leadership Skills Capabilities
Snapshot Of Success
Timeline
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David McLean

Brisbane,QLD

Summary

  • A visionary and transformational leader who offers 15+ years’ background in business performance management and leadership roles, with breadth and depth of experience across high-level financial, people and culture, strategic planning, business development, marketing and operational functions. Proven capability to inspire confidence and create a climate in which multidisciplinary teams are driven to do their best. Capable of moving deftly from vision to execution, perceiving emerging opportunities, building goal-oriented strategies, mobilising the workforce, and stewarding financial assets to operationalise the vision for maximum impact. A genuine passion for business strategy.

A successful marketing leader with proven accomplishments in driving growth and increasing profits. An articulate and driven leader with high energy and an engaging personality. A hardworking team builder is motivational in maximising personnel performance and surpassing business objectives.

Results-driven Brand Manager develops and implements successful marketing plans and brand strategies. Utilizes customer insights to develop creative strategies that drive customer loyalty and brand recognition.

Overview

11
11
years of professional experience

Work History

Senior Brand Manager (Project)

Mighty Craft
03.2023 - 10.2023
  • Deep dive into product mix, crafted unique value proposition and drove change initiatives for digital transformation
  • Achieved record profitability while meeting demand targets FY2024
  • Conducted comprehensive finance review, analyzing expenditure efficiency
  • Implemented cybernetic review to reduce human friction in work processes and enhance reporting efficiency
  • Developed compelling strategies to manage economic challenges and competition in the ultra-premium whiskey market
  • Led e-commerce architecture implementation and migration to external management
  • Clicks over bricks
  • Spearheaded digital transformation for the marketing team
  • Strengthened partnerships with Australia’s top brands, including QANTAS and RM Williams
  • Managed premium go-to-market initiatives and collaborated with prestigious Australian brands
  • Oversaw brand guidelines and simplified product positioning to achieve a 20% increase in unprompted awareness by FY 2024
  • Developed change management plan amidst takeover discussions to ensure clarity for team members
  • Crafted premium marketing strategies and scripted, budgeted TV commercials, navigating complex cross-cultural environments
  • Owned premium profit and loss responsibilities.

General Manager – Queensland

Eneco Refresh Australia
03.2022 - 03.2023
  • Carried out in-depth analyses of production pain points, subsequently engaging with external specialists to eliminate bottlenecks and/or non-value-adding activities
  • Transferred slow production to subsidiary facilities for enhanced efficiency while achieving a threefold increase in operational capacity with limited cost
  • Facilitated long-term term strategic planning to drive sustainable growth
  • This included providing valuable inputs to 20-25 strategy design, significant change plan for FY23, onboarding plan for new plant and equipment for FY22, and cost reduction strategies
  • Also delivered board presentations on strategic outlook and business operations plans for 2025
  • Undertook organisational development and design to align the HR structure with the overall goals
  • This encompassed succession planning to keep talent in the pipeline, creating a National Group Procurement Manager role accountable for COGS/fixed/variable costs, and augmenting resources to meet increasing demands
  • Performed deep-dive analyses of the QLD product mix by examining go-to-market strategies at a state level, aligned customer experience (CX) with business expectations, and crafted a clearly articulated unique selling proposition (USP) to increase product demand
  • Orchestrated total digital transformation, including implementing an e-commerce solution to increase reach while enabling greater flexibility and faster response to market demands
  • Implemented concept rubric for enhanced facility flow and information sharing
  • Captured record profitability month-on-month, while meeting the demand by June 2022.

Special Operations – Project Manager

Mighty Craft
03.2021 - 03.2022
  • Led company-wide strategic HR initiatives, such as enculturation, performance management of new starters and existing staff, and establishment of capability frameworks for the national sales team
  • Designed, implemented and managed crucial change deliverables, enabling impacted teams to successfully transition from current to future state
  • These included, but were not limited to, execution of internal and external e-commerce strategies, implementation of MCL care initiatives, and update of legacy systems along with associated staff training
  • Identified and capitalised on process efficiency enhancements in marketing communications, while carrying out diagnostic and strategic reviews of existing route-to-markets
  • Facilitated bottom-up product launch planning, as well as whiteboard/brainstorming sessions to uncover critical issues involving poor demand planning
  • Led joint business planning with an international prestige brand, integration with third-party business partners, and demand planning sessions with vendors
  • Successfully onboarded, managed and retained a customer base of more than 1,000 key strategic accounts
  • Recognised with MCL Outstanding / High-Performance Achievement Award in 2021.

Senior Management Consultant

MACRILL PTY LTD
05.2019 - 12.2020
  • Delivered consultancy, management solutions, and advisory services to multiple internal departments by analysing data and formulating practical solutions to capitalise on new opportunities
  • Defined long-range plans, reorganised the company's culture, rationalised services, and conducted general business appraisals
  • Synthesised multiple business data and essential metrics into high visual reports with actionable recommendations, enabling business leaders to swiftly shape vital decisions
  • Performed costing and pricing financial analyses, as well as forecasted and predicted cost breakdowns in proposals or future-state environments
  • Leveraged financial acumen and business management skills to manage all financial transactions in support of a sound hotel divestiture strategy, resulting in a $1.9M EBITDA in FY19 (equivalent to a net increase of 65% versus FY18)
  • Executed in-depth and methodical market analysis to formulate board recommendations highlighting the feasibility of business operations
  • Subsequently crafted a new model was adopted company-wide to inform the best revenue and investment strategies moving forward.

Brand Manager

Westons World Brands
01.2017 - 01.2019
  • Conducted comprehensive market analysis to identify emerging trends and consumer preferences, leading to the development of targeted marketing strategies
  • Fostered strategic partnerships with key stakeholders and prestigious English brands to enhance brand visibility and market presence
  • Led cross-functional teams in the successful launch of new product lines, exceeding sales targets by 25% and achieving a 10% market share within the first year
  • Managed a $1M marketing budget, consistently delivering campaigns within budget while maximizing ROI and efficiency
  • Provided mentorship and coaching to team members, contributing to a 20% improvement in productivity and performance.

Partnerships/ Assistant Brand Manager

Carlton & United Brewery
01.2013 - 01.2017
  • Collaborated closely with internal and external stakeholders to develop and implement co-marketing initiatives, driving mutual success and brand visibility
  • Conducted comprehensive finance reviews to optimize expenditure efficiency and maximize return on investment for marketing initiatives
  • Orchestrated brand guidelines and simplified product positioning to achieve a 20% increase in awareness by FY 2017
  • Played a key role in premium go-to-market strategies, leveraging insights into consumer behaviour and market trends to drive strategic decision-making beer vs craft
  • Managed direct and external stakeholders, including agencies, to ensure alignment and successful execution of marketing initiatives ie Aguila and Snow.

Education

Master of Business Administration (MBA) - Strategy & Leadership Concentration

Queensland University of Technology
01.2019

Change Management (Foundation) -

APMG INTERNATIONAL
01.2019

Bachelor of Psychology (Honours) -

The University of Southern Queensland
01.2016

Skills

  • Staff Monitoring
  • Creative Direction
  • Creative and Innovative
  • Brand Development
  • Cross-departmental Alignment
  • Relationship Building

Leadership Skills Capabilities

  • Business & Commercial Acumen: Able to leverage a well-informed point of view to identify new business opportunities and shape innovative yet pragmatic business plans that drive tangible market impact. Financially astute, with a track record of achieving budgeted performance targets by offering invaluable recommendations required to adjust budgets or make critical changes to revenue forecasts, subsequently re-aligning resource allocation. Well-versed in defining and implementing holistic commercial strategies aimed at breaking through stiff competition for mindshare to ultimately improve revenue.
  • Performance Leadership: Respected as a motivational, lead-by-example leader who can set and manage expectations by establishing clear roles and responsibilities, as well as defining concrete goals and deliverables. Expert in harnessing the power of people to motivate, build resilience and drive positive change. Demonstrable success in developing strong workplace cultures that embrace change, continuous learning, compliance and personal/professional development.
  • Change Leadership: Out-of-the-box thinker with a strong commitment to innovation, value creation and performance improvement. Highly capable of initiating critical changes, streamlining processes, and leading transformations, such as workforce transitions, organisational restructuring, team consolidation and adoption of digital technologies. Can seamlessly navigate teams through periods of uncertainty, flexibly adapting to changes without compromising personal and organisational leadership values.
  • Operational Leadership & Service Excellence: A rich history of uplifting customer experience by crafting the overall customer service vision and unique selling propositions (USPs), establishing critical metrics, and aligning human resources with the refreshed culture through training. Capable of driving operational excellence through deep dives on operating procedures, identification of gaps and inefficiencies, and execution of robust quality management framework.
  • Partnership Development: An adept negotiator of deals and builder of strategic alliances. Well-versed in creating and capitalising on partnerships to significantly increase company footprint and generate sustainable business results.

Snapshot Of Success

  • Pace setting month-on-month growth + 300% increase in operational capacity
  • Onboarding of 15 key strategic accounts
  • 1.9M EBITA (65% increase vs FY18)
  • 24% revenue growth in a declining market (YTD17)
  • 44% to forecasted budget (FY16)
  • 26% YTD growth of national account (from negative)
  • 19% market share improvement–QLD
  • 130 new customers (from zero) w/ 49 business agreements signed + closed in 6 months (FY16)

Timeline

Senior Brand Manager (Project)

Mighty Craft
03.2023 - 10.2023

General Manager – Queensland

Eneco Refresh Australia
03.2022 - 03.2023

Special Operations – Project Manager

Mighty Craft
03.2021 - 03.2022

Senior Management Consultant

MACRILL PTY LTD
05.2019 - 12.2020

Brand Manager

Westons World Brands
01.2017 - 01.2019

Partnerships/ Assistant Brand Manager

Carlton & United Brewery
01.2013 - 01.2017

Master of Business Administration (MBA) - Strategy & Leadership Concentration

Queensland University of Technology

Change Management (Foundation) -

APMG INTERNATIONAL

Bachelor of Psychology (Honours) -

The University of Southern Queensland
David McLean