Freddy Fajardo
Greenwich,NSW
Summary
Proactive and achievement-oriented marketing professional bringing 25+ years of marketing and leadership experience with special emphasis helping gaming industry clientele. Strategic thinker that is results-oriented and works collaboratively to bring marketing campaigns to market. A detail-oriented, attentive and decisive leader that is an expert at building meaningful relationships used to develop, implement and deliver company goals. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organisational brand. Enthusiastic, positive, hardworking and passionate team player that motivates.
Overview
26
26
years of professional experience
Work History
Marketing Consultant
4 Entertainment
08.2018 - Current
- Demonstrated leadership skills in managing projects from concept to completion liaising with Executive Management at The Star and Licensed Clubs in Sydney, Melbourne and Brisbane.
- Strategically targeted local Chinese demographic by creating compelling social media content and interactive campaigns that increased engagement on Chinese Social Media platforms including WeChat Little Redbook and Douyin.
- Designed and implemented targeted branding campaigns with The Star and Licensed Clubs such as Chinese New Year, Moon Festival, Red Envelope promotions to create awareness, increase new player acquisitions and increase visitation.
- Analysed National Poker League Sydney South database to identify most valuable poker players which were then targeted through VIP Host to offer rewards to secure increase visitation and ultimately increased spend at venues.
- Managed cross-functional teams for successful product launches of new mahjong styles and poker main events ensuring timely delivery and strong market positioning.
- Secured long-term accounts by recommending strategies to promote brand effectiveness and highlight mahjong and poker product benefits.
- Acted as a team leader in group projects, delegating tasks and providing feedback to team of 30 staff
- Secured a long-term mahjong contract with The Star who increased the amount of tournaments to 13 a week plus $100,000 Main Event tournaments three times a year. This attracted players from all over Australia as well as a couple of "whales" from Japan.
- Focussed on building relationships and partnerships with key decision-makers at Licensed Clubs, Casinos and Hotels, which plays an important role in retaining these venues as clients and upsell them with other initiatives or entertainment.
- Developed and implemented market research campaign to existing players which led to the creation of two new styles of Mahjong targeting a younger demographic.
- Proved successful working within tight deadlines and a fast-paced environment.
- Self-motivated, with a strong sense of personal responsibility.
- Used strong analytical and problem-solving skills to develop effective solutions for challenging situations.
- Saw manage over 30 staff that ran run tournaments across all three states.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Demonstrated strong organizational and time management skills while managing multiple projects.
- Developed comprehensive marketing plans, resulting in increased lead generation and customer conversions.
- Increased the revenue of the group by 30 40 x 40% at its peak in 2000 January 2020, Prior Covid.
Managing Director
Sky High Glass
07.2015 - Current
- Partner opportunity with a high-end frameless shower screen installer to increase revenue by targeting high value clients such as commercial and niche high-end residential builders.
- Liaise with builders, contractors, manufacturers, suppliers and residential customers to deliver high-end custom shower screen, mirrors and splashbacks to select builders and developers.
- Secured several contracts for supply and installation of 60 to 270 custom frameless shower screens for several Tier 2 construction companies completing projects on time without defects.
- Achieved maximum revenue for one experienced installer within 4 years.
- Built and maintained good relationships with all builders and key stakeholders.
Managing Director
True Marketing
07.2005 - Current
- Delivering marketing expertise to small to medium sized businesses assisting them to develop and implement their marketing plans.
- Projects ranged from simple development of marketing plan, feasibility studies, to detailed implementation of communications strategies for product launches.
- Worked collaboratively with clients to deliver marketing services as required.
- Delivering marketing services such as review existing business, development and implementation of strategic marketing plans, project management, developing and implementing above-the-line and below-the-line advertising strategies and liaising with suppliers across all aspects of marketing to deliver requirements for each client i.e. Football NSW, Western Suburbs Leagues Club Campbelltown, Illawarra Catholic Club and Parramatta Leagues in both sport and gaming industries.
Managing Director
Australian Mahjong League
06.2007 - 07.2017
- Identified opportunity in gaming market to attract Chinese customers to venues. Researched various forms of mahjong played around the world and subsequently launched the WORLD FIRST Australian Mahjong League tournaments in July 2007.
- My team and I operated mahjong tournaments throughout Licensed Clubs, The Star Casino and Hotels every day of the year where we attracted 80-220 players to each tournament.
- This unique form of entertainment targeted the Australian Chinese community and continually evolved through market research of players and their feedback.
- I sold this successful business to 4 Entertainment in 2017.
- Trained and guided team members to maintain high productivity and performance metrics.
- Observed each employee's individual strengths and initiated mentoring program to improve areas of weakness.
- Implemented business strategies, increasing revenue, and effectively targeting new markets.
- Recruited, hired, and trained initial personnel, working to establish key internal functions and outline scope of positions for new organization.
- Increased overall company performance by implementing strategic management initiatives and streamlining operations.
- Expanded market presence through successful negotiation of key partnerships and acquisitions.
- Strengthened client relationships with regular communication, timely project delivery, and high-quality services.
- Acted as team leader in group projects, delegating tasks and providing feedback.
- Excellent communication skills, both verbal and written.
- Cultivated interpersonal skills by building positive relationships with others.
Group Marketing Manager
Parramatta Leagues Club
02.2003 - 06.2007
- Formulation and implementation of strategic and operational planning initiatives, initiating, managing and implementing marketing plans, execution, tracking and analysis of comprehensive marketing campaigns, development of advertising opportunities and promotional programs for high profile customers.
- Broad services offered within this business included gaming, food, beverage, entertainment, community and promotions.
- I directly managed six staff and was responsible for all media and production, market research, geodemographic analysis, database management, analysis, customer relationship management, customer loyalty, entertainment, membership, promotions and retail department.
- Involved in all executive management strategic decision making with team
Direct Marketing and Database Manager
Parramatta Leagues Club
04.2002 - 02.2003
- Responsibilities included development and implementation of direct marketing campaigns across various areas of the business such as gaming, membership, entertainment, retail, food, beverage and functions.
- Database management included maintaining data integrity, segmentation, geodemographic analysis and profiling of high end gaming players.
- Responsible for management of the retail department profit centre for Parramatta Eels Rugby League, which included one retail outlet, match day stadium and online sales.
- Developed creative direct marketing campaigns based around capturing of names and addresses of supporters and targeting them directly with unique offers based on seasonal merchandise and demographics.
Retail Manager
Parramatta Leagues
03.1998 - 04.2002
- Responsible for management of Parramatta Eels Rugby League and Parramatta Power Soccer merchandise department. This comprised of managing two full time employees and up to 40 casual employees throughout 2001 finals campaign.
- Responsibilities included development of a marketing plan that would grow merchandise sales for Parramatta Eels, development and implementation of direct marketing campaigns across various areas such as gaming, membership, entertainment, retail, food, beverage and functions.
- Managed the retail department profit centre for the Parramatta Eels Rugby League Club, which included one retail outlet, match day stadium and online sales.
- Developed creative direct marketing campaigns based around capturing of names and addresses of supporters and targeting them directly with unique offers based on seasonal merchandise and demographics.
- Sales in 2001 were 300% higher than in previous year resulting in the club being ranked as number one NRL team in terms of most merchandise sales that year.
Education
Certificate - Direct Marketing Management
Australian Direct Marketing Association
North Sydney03.2003
Certificate - E-Marketing
Australian Direct Marketing Association
North Sydney10.2002
Bachelor of Commerce - Management & Marketing
University of Western Sydney
Kingswood12.1997
Diploma - Marketing Management
Tafe
Ultimo10.1995
Skills
- Relationship Building
- Marketing Strategy Development
- Marketing and Advertising
- Customer Relationship Management (CRM)
- Customer Retention Strategies
- Campaign Management
- Excellent Communication
Accomplishments
- Started a successful business in the gaming industry that fulfilled a niche requirement of attracting Chinese to venues.
- Employed and managed 22 employees over its 10 year period.
- Sold the company after trading successfully for 10 years.
- Conducted market research on VIP gaming players that was used to create one of the first outdoor smoking gaming installations when non smoking legislation was introduced.
- Secured long-term contract with The Star Casino.
- Increased player attendance by over 40% in a 12 month period by designing and implementing successful rewards program
- Increased new player acquisitions by 21% in 12 months through implementation of targeted marketing campaigns
- Established Parramatta Eels Club Merchandise Department as a first in the NRL to create and maintain profits year on year since 1998.
- Successfully introduced member promotions across all Clubs such as Members’ Mega Cash series, $1,000,000 Members Promotion, Disneyland Sundays, Summer Cash Giveaway, Daily Dollars, Harley Davidson, Cash Bonanza, etc. that increased brand awareness, member acquisitions and engagement
- Increased player acquisitions through investment of human resources to implement Chinese Social Media plan across all platforms (WeChat Little Redbook, Douyin) to engage with the local and international Chinese market.
Languages
Spanish
Limited Working
Timeline
Marketing Consultant
4 Entertainment
08.2018 - Current
Managing Director
Sky High Glass
07.2015 - Current
Managing Director
Australian Mahjong League
06.2007 - 07.2017
Managing Director
True Marketing
07.2005 - Current
Group Marketing Manager
Parramatta Leagues Club
02.2003 - 06.2007
Direct Marketing and Database Manager
Parramatta Leagues Club
04.2002 - 02.2003
Retail Manager
Parramatta Leagues
03.1998 - 04.2002
Certificate - Direct Marketing Management
Australian Direct Marketing Association
Certificate - E-Marketing
Australian Direct Marketing Association
Bachelor of Commerce - Management & Marketing
University of Western Sydney
Diploma - Marketing Management
Tafe
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