Hayley Symons

OMD is the world’s leading communications agency, focused on using evidence and data-backed insights to drive advertising performance. Marketing Intelligence is a specialised business unit within OMD that undertakes consumer research so that clients can design communication strategies that cater to the various needs of people

Within OMD Marketing Intelligence my role includes:

• The development of solution-focused reports, specifically designed to address communication objectives and challenges. These reports drew from a diverse range of research disciplines.
• Being actively involved in the entire lifecycle of qualitative research projects, encompassing questionnaire creation, scripting, communication management with panel providers, in-depth analysis using Q software, and presenting findings to clients.
• Qualitative research projects including recruitment, building out discussion guides and managing in-depth interviews and focus groups. Additionally, assisting in the management of OMD's bespoke online community, OMD insider.
• Social listening research using many online tools, mostly Brandwatch, to analyse online data signals, conversations, search and social trends etc.
• Building relationships with clients, business managers, and account teams to ensure effective collaboration, ensure feedback processes are in place and nurture a positive reputation
• Working with a diverse group of local and global clients that often have unique requirements or a strong focus on diverse consumer groups like: McDonalds, NSW Gov, VIC Gov, BHP, and TasWater
• Regular reporting on the state of the Australian consumer throughout the COVID period and beyond. This project was to assist national internal teams on strategies to successfully communicate with consumers during tumultuous periods.
• Awareness of resourcing and costing commitments to stay accountable and profitable

CostSmart is an Integrated Product Management Service designed to streamline the supply and logistics requirements of clients. My role as Marketing Assistant included:

• Project management of CostSmart’s rebrand to ensure an efficient transition, working closely with internal and external stakeholders
• Creating and executing communication plans and strategies that supported the sales team in lead generation
• Creating and planning content for internal newsletters, blogs, and social media posts
• This also included working with videographers, photographers and graphic designers
• The measuring and reporting on targeted social media advertisements and organic activity
• Management of CRM database, including clients, departments, suppliers etc.

The role assisted the content team with tasks contributing to the smooth operation and publication of ‘The Farmer’ magazine. This included:

• Sourcing agricultural industry content and attending content meetings with the editorial team to ensure a synthesised and comprehensive publication
• Repurposing published content into digital articles utilising SEO software to increase reach and awareness
• Writing and scheduling social media content across multiple platforms to create spaces that encourage engagement and interaction between The NSW Farmers Association and their patrons