Gina Francis
Darlinghurst,Australia
Summary
Goal-orientated marketing professional with an eye for creative and strong understanding of its role to deliver against commercial and strategic objectives. Approaches tasks with a positive attitude and willingness to try new ways of working to maximise efficiencies and deliver above expectation.
Overview
14
14
years of professional experience
Work History
Marketing Manager, Brand and Content (secondment)
AMP SERVICES LIMITED
09.2022 - Current
- Collaborated with Head of Brand and Content to shape launch of AMP’s 2023 brand platform, expanding into new channels and customers, and define strategic brand initiatives to drive consumer preference for AMP
- Contributed to overall brand concept, strategy, creative development and execution of AMP’s 2023 brand campaign
- Owned project delivery timeline, activity schedule, and day-to-day relationships with partners and agencies
- Closely managed internal stakeholder relationships, campaign briefing, strategy, project and media planning, creative production and content development
- Nurtured key internal relationships to ensure Brand campaign media buy and activity calendar supports commercial objectives
- Ensured timely and accurate reporting on project, ensuring learnings and insights are incorporated into optimizing future activities
- Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement
- Provided regular performance updates to Head of Brand and Content
- Presented when required and effectively communicated Brand journey against commercial objectives
- Defined internal communications plan, and recommended strategies on expanding into new channels to build employee advocacy, brand trust and preference
- Developed training materials for internal stakeholders to communicate brand strategy effectively across all levels of the organisation
- Led market research initiatives to gather insights on consumer preferences, trends, and competitor analysis
- Led project research paper from concept through to publication
- Led delivery of Brand campaign launch event
- Contributed actively to wider marketing team supporting a collaborative, supportive and high performing team culture
- Fostered culture of innovation within the team by encouraging creative thinking and embracing new ideas that supported brand goals
- Briefed media agency with campaign targets and reporting requirements aligning to strategic objectives
- Worked closely with creative studio to ensure development of all in-house creative meets creative guidelines developed by partner agency
- Ensured all activity is within agreed budgets, time frames and meets legal and regulatory compliance
Marketing Manager, Australian Wealth Management
AMP SERVICES LIMITED
11.2017 - 09.2022
- Executed multi-channel marketing campaigns that drive demand and influence sales pipeline for AMP products and services across Advice, Bank and Employer portfolios
- Collaborated with strategy and product marketing teams, to identify product offers and target market
- Researched developing trends to stay updated with new ideas and marketing practices
- Worked with data and analytics teams to brief campaign targets and reporting requirements aligning to strategic objectives
- Maintained documentation, detailing assignments, in-progress work and completed project milestones
- Managed development of all content and collateral to support take-to-market offers, leveraging customer insights, creative brand strategy, behavioural economics and life-stage strategies that are relevant to customers and drive response
- Worked with graphic designers and writers to establish theme and tone for content
- Defined, developed, optimised and governed customer experience journeys
- Ensured all marketing activity is within agreed budgets, time frames and meets legal and regulatory compliance
- Developed creative briefs for internal designers, ensuring alignment with overall marketing objectives and brand guidelines
- Identified and implemented opportunities to optimise campaign performance
- Nurtured key stakeholder relationships, across Advice, Bank and Employer portfolios, Strategic Marketing, Product, and Legal teams and wider AMP business to execute campaigns that support key business priorities
- Used data analytics to track lead generation campaigns and improve quality
- Utilised market trends and target audience statistics to effectively and appropriately market products
- Ensured timely and accurate reporting on marketing performance, including Post Implementation Reviews (PIR’s), ensuring learnings and insights are incorporated into optimising future activities
- Delivered compelling presentations to stakeholders, demonstrating value of proposed marketing initiatives in driving business results
Communications & Marketing Consultant
AMP SERVICES LIMITED
04.2015 - 11.2017
- Directly supported Technology and Operations Group Executive and senior leaders with communications and marketing campaigns to lift profiles of relevant portfolios of work, both within the business and externally, ensuring communications are relevant, embody AMP's communications standards and exceed customer expectations
- Marketing, communications, and media accountability for Amplify thought-leadership program, responsibility for design, layout and production of pitch books, marketing collateral, and merchandise
- Planned and executed events and marketing programs to increase qualified leads for Amplify thought-leadership events
- Developed, planned and delivered end-to-end marketing communications initiatives, across both traditional and digital channels including CRM, eDM, CMS, SMS, social media, digital, print, video and rich media tools, to support BAU, portfolio projects and events
- Prepared reports and developed key presentations and proposals for Group Executive, senior leaders and key stakeholders, ensuring strict adherence to AMP brand guidelines
- Contributed to development of Technology and Operations annual calendar of activity to support marketing communications and change opportunity targets and strategy
- Regularly updated and edited content for external and internal websites
- Collaborated with leadership in creating weekly bulletins, which were sent to all employees
- Planned and executed events and marketing programs to increase qualified leads
Marketing Manager, Membership and Ticketing
WESTERN SYDNEY WANDERERS
06.2014 - 04.2015
- Created brand messaging, collateral materials, customer events, promotional strategies, and product commercialisation
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs
- Maintained documentation, detailing assignments, in-progress work and completed project milestones
- Collaboration with internal and external stakeholders to design and deliver range of insightful marketing communications topics that met business objectives for engagement and increased value proposition
- Performed market segmentations, targeting and positioning for each product line
- Day-to-day management of budget and reporting for marketing activities, events and campaigns
- Used data analytics to track lead generation campaigns and improve quality
- Recruited and hired capable team members to add value and diverse skills set to marketing department
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments
- Increased brand awareness by developing and implementing strategic marketing campaigns
- Boosted sales performance through creation of engaging promotional materials and targeted advertising strategies
Marketing Manager, Membership & Ticketing
NEWCASTLE KNIGHTS
05.2013 - 06.2014
- Enhanced member engagement by developing and implementing targeted membership programs
- Increased membership retention through effective communication strategies and personalized outreach
- Developed and executed above and below the line marketing including, digital, web, social media, radio, television, promotions and events
- Optimized member experience by introducing new benefits and services tailored to individual needs
- Collaborated with marketing team to create compelling promotional materials for prospective members
- Streamlined membership application process, resulting in increased efficiency and faster turnaround time
- Organized successful networking events, fostering connections among members
- Responsible for managing relationships with creative agencies and overseeing end-to-end delivery of go-to-market television, radio and print advertising campaigns
- Analyzed membership data to identify trends and opportunities for growth, informing future strategy decisions
- Managed membership database, ensuring accurate record-keeping and timely updates on renewals or changes in status
- Worked closely with finance department to monitor revenue generation from membership and ticketing verticals
- Developed strong relationships with key stakeholders, including corporate partners, sponsors, and community organisations
- Conducted regular surveys to gather feedback from members on satisfaction levels and areas for improvement
- Established clear performance metrics for measuring success in membership growth, retention, engagement, and overall satisfaction
- Continually refined membership strategies, making data-driven decisions to adapt and evolve in response to shifting member needs and preferences
Marketing Manager, Membership & Ticketing
MANLY WARRINGAH SEA EAGLES
01.2013 - 05.2013
- Enhanced member engagement by developing and implementing targeted membership programs
- Increased membership retention through effective communication strategies and personalised outreach
- Optimised member experience by introducing new benefits and services tailored to individual needs
- Collaborated with marketing team to create compelling promotional materials for prospective members
- Streamlined membership application process, resulting in increased efficiency and faster turnaround time
- Assisted in development of annual budgets for membership operations, carefully monitoring expenses throughout the year to stay on target
Marketing Consultant, Membership & Ticketing
HUNTER SPORTS GROUP
03.2011 - 12.2012
- Assisted with implementation of communication and marketing strategies aimed at increasing acquisition and supporting continued growth
- In-depth data analysis including prospect conversion, retention, churn and any other analytical patterns
- Maintained critical databases and generated various financial reporting, including settlement, sales and ROI
- Assisted Management with preparation of annual budgets
- Responsible for hire and management of interns and casual event staff.
Contract Marketing and Event Coordinator – West Australian Business Awards
WESTERN AUSTRALIAN GOVERNMENT
08.2010 - 01.2011
- Assisted in all aspects of event marketing and brand management
- Established positive relationships with clients and event partners, ensuring their needs were met throughout event planning process
- Coordinated schedules and timelines for events
- Managed administrative logistics of events planning, event booking, and event promotions
- Supported with design and production of partnership pitch packs and post-event reports
- Brainstormed and implemented creative event concepts and themes
Administrative Assistant
BB RETAIL CAPITAL
08.2009 - 07.2010
- Management of internal digital communications for Australia, New Zealand and Singapore offices - group newsletters, eDM and intranet
- Coordination of both internal and external meetings, functions and events
- Proofing, formatting and coordinating collation of reports for Management and Directors
- Assisting Commercial and Retail Property Department with lease preparation and execution
- Reconciliation of management expenses and organization of company travel requests.
Education
Bachelor of Commerce -
Curtin University
Perth, WADiploma of Financial Planning Level 1 -
Kaplan
Sydney, NSWAdvanced Diploma Business Management And Marketing -
Williams Business College
Sydney, NSWHigh School Diploma -
Pymble Ladies College
Skills
- Office 365 product suite
- Atlassian product suite
- Adobe Creative Suite
- Email Marketing
- Brand Development
- Content Creation
- Social Media Management
- Marketing Strategy
- Event Planning
- Advertising Management
Timeline
Marketing Manager, Brand and Content (secondment)
AMP SERVICES LIMITED
09.2022 - Current
Marketing Manager, Australian Wealth Management
AMP SERVICES LIMITED
11.2017 - 09.2022
Communications & Marketing Consultant
AMP SERVICES LIMITED
04.2015 - 11.2017
Marketing Manager, Membership and Ticketing
WESTERN SYDNEY WANDERERS
06.2014 - 04.2015
Marketing Manager, Membership & Ticketing
NEWCASTLE KNIGHTS
05.2013 - 06.2014
Marketing Manager, Membership & Ticketing
MANLY WARRINGAH SEA EAGLES
01.2013 - 05.2013
Marketing Consultant, Membership & Ticketing
HUNTER SPORTS GROUP
03.2011 - 12.2012
Contract Marketing and Event Coordinator – West Australian Business Awards
WESTERN AUSTRALIAN GOVERNMENT
08.2010 - 01.2011
Administrative Assistant
BB RETAIL CAPITAL
08.2009 - 07.2010
Bachelor of Commerce -
Curtin University
Diploma of Financial Planning Level 1 -
Kaplan
Advanced Diploma Business Management And Marketing -
Williams Business College
High School Diploma -
Pymble Ladies College
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