Fiona Merlino

• Development and implementation of marketing strategies aimed at promoting the development and growth of the School
• Delivered marketing strategy updates to upper-level management and Board of Directors
• Development and execution of multi-channel media campaigns including Out of Home Transit, billboard, radio, shopping centre trade, digital
• Development and execution of Digital Strategy
• Social Media management
• Fielded external correspondence and communications with media outlets and public relations professionals
• Coordinated marketing campaigns, monitoring accuracy, execution and follow-up
• Managed social media platforms and utilised metrics to increase engagement and campaign performance
• Presented competitive analysis and industry trends to drive decision-making.
• Shared feedback and ideas with management to improve processes
• Managed multiple writing and editing assignments including Newsletters, Media releases, blogs
• High level stakeholder engagement
• Event management
• Posted and updated content on website and social media outlets
• Responded to requests for information from media or designated spokesperson
• Implementation, management and evaluation of customer surveys

Key Outcomes

• Increased registrations to Open Day events by over 150%
• Increased customer conversion rates
• Increase in enrolments
• Increase in NPS score
• Inception and implementation of CRM and customer funnel process

• Leadership of service provision in the area of customer service, membership, sales of 40+ staff
• Implementation and management of marketing and communications, sales and retention and customer engagement across five Council Leisure facilities
• Stakeholder engagement - Negotiation, project management
• Development and implementation of Marketing Plans
• Lead project management of engagement and communications projects
• Investigating and pursuing profit making activities for the centres
• Driving the change from a facility centric business model to a customer centric business model

Achievements

• Crisis Management - Managed a team of 40 people through shutdown and reopening of operations during the COVID-19 Pandemic
• Built positive working relationships with other department managers through effective communication
• Leadership and development of the Leisure Centres Customer Relationship Management strategy, including membership and customer engagement strategy, online services strategy
• Creative problem solving - Lead brain storming/intensive training sessions to resolve ongoing problems
• Proactive management of a range of community complaints and issues on social media
• Development of digital and social media campaigns to change community attitudes to Council services, e.g.: “Healthy Swimming” campaign
• Promotion from Marketing Coordinator to Team Leader

• Conceive and implement the marketing strategy, promotional, advertising, public relations, events of 5 Council facilities
• Develop and maintain content; publications, on-line and a variety of marketing materials
• Develop and implement CRM system
• Membership sales and business development
• Financial control – Budgets, Forecasts and monitoring
• Stakeholder engagement - obtain approvals, feedback
• Management of others, including suppliers and colleagues
• Track, monitor and evaluate marketing activity
• Recognise and analyse movement in market trends and react accordingly
• Writing and development of creative collateral for internal and external of marketing concepts
• Design and project manage the marketing strategy from inception through to execution
• Development, implementation and presentation of marketing plans
• Acquisition - Implement strategies on acquiring new business to a variety of departments

Key Achievements:

• Development and launch of new website www.sslc.com.au - set direction, content design and layout, client and stakeholder liaison, and e-commerce development
• Introduced direct marketing approach, utilising data bases to better target customers
• Implementation of marketing policies and procedures, helping staff to track and evaluate marketing activity

• Key Clients: Merial Australia, CHEP Asia Pacific, Guthy-Renker.
• Project management from brief to execution of campaigns including; acquisition, retention, DM, press, online, promotions
• Brought projects in on-time and in accordance with budget and quality standards
• Manage ongoing day to day fulfillment with mail house
• Attend and lead weekly meetings with clients
• Present and evaluate creative work
• Coordinate audio recordings, photography shoots
• Respond to client briefs/write creative briefs
• Develop and present proactive ideas to client
• Work with external suppliers for print, media and production
• Obtain approvals from internal departments and different stakeholders

Key Achievements:

• Management of Merial Australia website re-build

Key Clients: Nestle PURINA, AGL, Telstra, Hyundai, Barnardos Australia

• Project management from brief to execution of campaigns including; acquisition, retention, DM, press, online, promotions, retail
• Copywriting
• Financial control
• Content management of client websites
• Ensure Campaign stays within allocated budget
• Manage ongoing day to day fulfillment with mail house
• Attend and lead weekly meetings with clients
• Present and evaluate creative work
• Coordinate audio recordings, photography shoots
• Respond to client briefs/write creative briefs
• Develop and present proactive ideas to client
• Work with external suppliers for print, media and production
• Obtain approvals from internal departments and different stakeholders
• Coach and mentor junior staff

Key Achievements:

• Lead Account management of Social Media platform Purina Beneful ‘Dogspace’ and Launch of Purina Beneful ‘dogspace.com.au’ - social media engagement
• Leadership of Barnardos (not for profit charity) account
• Promotion from Account Executive to Account Manager
• Development and implementation of first CRM Best Practices manual for PURINA brands
• Launch of Telstra’s small business ‘Next G’ Network
• Winner of 2005 Advertising Federation of Australia Achievement Award

• Attracted clients, negotiated contracts and closed deals through sales strategies and personable demeanor
• Booking and securing advertising space on for four magazine titles; Scrapbooking Memories, Creating Keepsakes, My Reflections, Stamping & Paper crafts
• Business Development
• Maintain and support existing business
• Creating media Proposals and formulating budgets
• Managed junior staff

Key Achievements:

• Meeting and exceeding weekly magazine sales targets
• Assisted in increasing advertising revenue on selected magazine titles by 46%

• Management and traffic control of five magazine titles; Scrapbooking Memories, Creating Keepsakes, My Reflections, Stamping & Paper crafts, Machine Embroidery and Textile Arts
• Prepared production and project managed advertisements ready for print
• Prepared briefs for individual clients and creative departments
• Trafficked artwork from client through creative department, graphic artists, production and editorial
• Booking and styling of photo shoots

Key Achievements:

• Meeting monthly print material deadlines across 5 magazine titles
• Outstanding client feedback led to promotion to Advertising Sales Executive

• Identified customer financial needs, goals and objectives and offered appropriate financial products to suit needs
• Provision of outstanding customer service
• Responded and assisted customers with account enquiries and updates
• Accurate cash handling
• Working flexibly as a member of a busy team
• Explained bank services, financial products and applicable fees to customers