Helena O'Dowd
North Sydney
Summary
An advocate for the media & marketing industry, and a results motivated leader with extensive experience driving collaboration across marketing including, insights, creative, media and technology within large scale organisations.
With almost 20 years experience, the privilege to learn and develop in one of the most complex and interesting landscapes in history has been incredibly beneficial. Looking forward to uncovering what's next.
Overview
20
20
years of professional experience
Work History
Director, Growth & Retention
Nine
05.2022 - Current
- Cross divisional role, working closely with Total TV (9/9Now), Total Publishing (SMG, AGE, AFR), Total Audio (2GB, 3AQW, 4BC, 6PR), Stan, Domain, Drive and Pedestrian marketing teams to drive group-wide initiatives and projects. Group Market Value at $400M+
- Lead external partner Marketing relationships for the NRL, Tennis Australia, Australian Olympics Committee, Paralympics Australia and Victoria Racing Club.
- Re-Set Nine's Total TV Marketing team to be future facing and foster an improved working culture that can adapt to ongoing market changes and shifts.
- Supported Nine's marketing business case for 9/9Now brand relaunch and logo refresh across Total TV portfolio
- Drove the requirement and introduction of Brand Tracking (Total TV) to establish metrics to track and measure 9/9Now performance - since introducing this, we have shifted consideration +4% - a core KPI.
- Have led for improved MarTech to develop strategies for greater customer engagement.
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
Head of Media & Partnerships
Nine
11.2019 - 05.2022
- Built and established the Media & Partnerships division post Nine's M&A with Fairfax and Macquarie Radio. The core function of this team was to bring all the various marketing teams together to drive greater scale and efficiencies for all.
- Established group wide negotiations and the media agency relationship to ensure all Nine Businesses would benefit from group wide scale - Market Value $200M+ (ex Stan)
- Revitalized the marketing relationships with Nine's external partners to implement partnerships with greater reciprocal benefits and customer engagement.
- Introduced reporting designed to give Nine's Executive team greater transparency of our combined scale and lobby for improved technology for our customers / internal stakeholders inc MarTech, Dashboarding, Data Exchanges
Group Investment Director
OMD, Omnicom Media Group
11.2018 - 11.2019
- Clients: BEIERSDORF / FRUCOR / HASBRO / ANCESTRY / TRIPADVISOR
- Combined Billings: $35m
- Leadership: Churn Zero - with the re-introduction of developments plans, structures and processes across each level
- New Business: Fisher & Paykel, NSW Government
- Development: Helping to integrate the disciplines of Online and Offline together across all channels, fostering improved collaboration across the teams.
- Relationships: Strong media relationships ensuring greater results on all negotiations and minimal impact on client when media changes were required.
- Cross Market Communication: Working with the Melbourne team on PacBrands to ensure FTE’s, pricing and quality of work was consistent across the portfolio of brands.
Account Director
OMD, Omnicom Media Group
10.2016 - 10.2018
- Clients: ESTEE LAUDER / PAC BRANDS / TELSTRA
- Combined Billings: $10m (Estee Lauder / Pac Brands) / $120m (Telstra)
Head of Client Service and Trading
Slingshot
03.2015 - 06.2016
- Clients (agency wide): GOODMAN FIELDER / SONY PICTURES / SPC / BLUESCOPE / SLATER & GORDON / AUSTRALIAN PORK / INSPIRATION PAINT / SUNRICE
- Combined Billings: $80m
Group Director – Implementation Planning and Investment
EssenceMediacom
11.2014 - 03.2015
- Clients: FOXTEL / IAG / NRMA / HCF / PIZZA HUT
- Combined Billings: $150m
Director – Implementation Planning and Investment
EssenceMediacom
03.2012 - 10.2014
- Clients: FOXTEL / YUM
- Combined Billings: $120m
Network Marketing & Media Manager
Nine
07.2009 - 07.2011
- Clients: Nine Network Australia / Nine Entertainment Co
- Brands: Nine Network / GO! / Gem
Senior TV Trader
OMD, Omnicom Media Group
11.2007 - 07.2009
- Clients: Reckitt Benckiser, VISA
- Combined Billings: $40m (based on brand worked on)
Assistant – Snr Executive
MindShare
02.2005 - 11.2007
- Clients: Diageo, Kimberly Clark Australia, IBM, Bvlgari
Education
Graduate Diploma - Leadership
Harvard
Harvard Business School 04-2015
Advanced Diploma of Business - Marketing
The Australian Business Academy
Sydney12.2004
Diploma of Business - Management
The Australian Business Academy
Sydney 12.2004
Skills
- Future Facing Leader - always looking ahead
- Team builder & cross collaborator - identifying skills required to build high performing teams
- Portfolio Identification and Management - seeking ways to identify efficiencies, duplication and improved skills
- Strong financial acumen
- Strategic - ability to work through complex problems and identify simplicity to action
- Strong communication skills - can work with multiple stakeholders (upwards / downwards) and set clear expectations
- Presentation skills - can articulate and frame responses, results and business cases across all levels of management
- People Leader - enjoy working with diverse teams made up of a variety skills sets and experiences
- Customer Centric - always thinking about customer engagement to develop plans accordingly
Accomplishments
- Selected for the Future Women business scholarship program (2021) which had over 500+ entries into a cohort of 24 and ran for 6 months
- B&T Women in Media Awards nomination (2023 and 2024)
- Nominated for Nine's Employee of the Year (2023)
- Mentoring - internal and external mentees.
- Mother of Two
Training
- Harvard Business Management School, 6 month course
- Data: In the palm of your hands, 2 day course
- Performance Management, 1 day course
- Negotiations Training, 2 day course
- Leadership Training, 1 day course
- Off Site Leadership Training, 3 day course
- TV Buyers Course, 8 weeks
Other
- Supported the Cannes Young Lions award entries
- SMH Half Marathon
- Ran a negotiations workshop for the digital and social teams
- Member of the Who’s Who – Women in Business
- MFA Award Winner 2014 – MEDIA / ENTERTAINMENT / TRAVEL / LEISURE: Foxtel & Eurosport #Vueltaskelta
- MFA Award Winner 2014 – BEST USE OF A SMALL BUDGET ($300k): Foxtel & Eurosport #Vueltaskelta
Timeline
Director, Growth & Retention
Nine
05.2022 - Current
Head of Media & Partnerships
Nine
11.2019 - 05.2022
Group Investment Director
OMD, Omnicom Media Group
11.2018 - 11.2019
Account Director
OMD, Omnicom Media Group
10.2016 - 10.2018
Head of Client Service and Trading
Slingshot
03.2015 - 06.2016
Group Director – Implementation Planning and Investment
EssenceMediacom
11.2014 - 03.2015
Director – Implementation Planning and Investment
EssenceMediacom
03.2012 - 10.2014
Network Marketing & Media Manager
Nine
07.2009 - 07.2011
Senior TV Trader
OMD, Omnicom Media Group
11.2007 - 07.2009
Assistant – Snr Executive
MindShare
02.2005 - 11.2007
Graduate Diploma - Leadership
Harvard
Advanced Diploma of Business - Marketing
The Australian Business Academy
Diploma of Business - Management
The Australian Business Academy
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