Hazel Tiernan

Lead national marketing strategy, campaigns and brand programs.

• Delivered +18% YoY online revenue growth by planning and executing integrated national marketing campaigns across digital, trade, content and CRM channels.
• Built and executed campaign frameworks including national event programs, multi-step EDM sequences, product launches, and audience segmentation strategies to support category growth across safety range.
• Designed and led high-performing campaigns across industrial audiences, generating high-quality leads + implemented major data partner providing thousands of highly relevant new leads
• Delivered one of Maxisafe’s strongest field-marketing outcomes, generating over 750 qualified leads over 18 months — at leading trade conference, supported by structured follow-up workflows.
• Coordinated cross-functional teams (sales, product, digital, operations leadership) to deliver end-to-end campaign execution, ensuring alignment, timely delivery, and measurable engagement outcomes.

• Led a 10-person creative, strategy, design and production team, managing a $5M revenue portfolio and delivering integrated campaigns across PR, social, digital and community engagement.
• Drove measurable public health outcomes, including a statistically significant increase in the number of Australians able to identify critical stillbirth-prevention behaviours.
• Delivered a community immunisation campaign that resulted in a measurable increase in two-year-old vaccination rates across Inner Melbourne.
• Led national public safety messaging with the “Now is the Time” firearms amnesty, contributing to a 25% reduction in guns across Australia.
• Delivered the Head to Help mental health program launch in just six weeks during COVID-19, enabling rapid community access to essential psychological support.
• Directed the development and rollout of major brand transformations, including Angle Finance, Head to Help, JANA, Timberlink, KMD and St Paul’s Grammar, strengthening market positioning and stakeholder trust.
• Championed transformative digital thinking that helped position Icon as Australia’s leading integrated digital communications agency.

• Led integrated campaigns for government and corporate clients.
• Managed research programs, agency partnerships and content planning.

• Business Director, Grey (May 2016 — December 2016)
• Led the strategy and market launch of “Change Our Game”, a Victorian Government initiative designed to increase participation and leadership pathways for women and girls in sport. Directed the creation and rollout of the Judo Capital (now Judo Bank) brand, establishing its market positioning and foundational communications.
• Shopper Marketing Director, J. Walter Thompson (April 2015 — December 2015)
• Established and led an internal shopper marketing division, managing team development, project delivery and commercial performance. Delivered high-impact retail and FMCG activation programs that strengthened client engagement and unlocked new revenue streams.
• Shopper Activation Manager, General Mills (January 2012 — March 2015)
• Developed and executed end-to-end path-to-purchase activation strategies grounded in customer insights and retailer partnerships. Supported major grocery brands through targeted shopper campaigns that increased category visibility and conversion.
• Integrated Account Director, TBWA (March 2006 — January 2012)
• Managed integrated marketing for multiple global brands, aligning creative, digital, and broadcast campaigns with international brand boards. Ensured strategic consistency across markets while delivering locally relevant communication solutions.