JACOB BALDOCK

• Lead the development of BIG W's Retail Marketing strategy, ensuring alignment to BIG W's broader business strategy and objectives (~$4.9B revenue target F24)
• Lead the development of BIG W’s Retail Marketing strategy, ensuring alignment to BIG W’s broader business strategy and objectives (~$4.9B revenue target F24)
• Lead the development and delivery of the “More For less” Retail Marketing platform; returning $92m incremental sales return in H1 F24, with an ROI of $14.89
• Strategic leadership of Retail Marketing; Trade and Value programs, and how these programs are executed across all paid, owned and earned media
• Establish the Retail Marketing team as a customer-first business unit responsible for activating programs & promotions across channels and in collaboration with core business partners
• Leverage customer and category insights to collaborate and partner with cross-functional teams to develop a compelling, customer-first marketing plan that integrate into to the Marketing Calendar
• Monitor and analyse market trends, competitive landscape, and customer insights to identify opportunities to stimulate trade, and fine-tune BIG W’s Retail marketing programs and tactics
• Lead cross-functional post program reviews to drive continuous improvement and demonstrate meaningful contribution to commercial outcomes through marketing effectiveness
• Collaborate with a broad mix of external stakeholders such as advertising, media and PR agencies; ecosystem partners and vendors to drive effective delivery of retail marketing initiatives
• Shared accountability of Marketing cost centre, including core accountability for all Retail Marketing programs (~$25m budget), and to drive supplier contributions through Cartology to offset costs
• Coach and develop a team of marketing professionals with clear development plans, cohesive ways of working and succession plans; while role modelling behaviours that reflect ‘better together’

• Crafting the end-to-end strategy for all Export and Wholesale Marketing programs, including Brand, Digital, Retail, PR and Community
• Preparing and managing quarterly and annual budgets for all cross-channel Marketing investment
• Designing the branding, positioning and communication strategies for all core grocery brands
• Setting, monitoring and reporting on team goals and development plans
• Procure and analyse consumer behaviour and research; leveraged to determine customer strategy
• Identify opportunities to reach new market segments and expand market share
• Monitor competition (acquisitions, pricing changes and new products and features)
• Coordinate sales and marketing efforts to boost brand awareness and perception
• Participate in the quarterly and annual planning of business strategy

• Lead the development and delivery of MLA's global brand strategy for consumer and trade marketing programs
• Developed positioning and segmentation strategies for MLA’s trade and consumer marketing programs, delivering an average 5% YOY increase in brand recognition across key export markets
• Developed frameworks to support brand implementation (strategy, guidelines, assets, evaluation)
• Lead a core team to deliver multi-channel campaigns that support trade and customer acquisition, delivering steady growth in baseline value across key export markets over 3 years
• Tailoring MLA’s regional marketing strategy and creative delivery across all key export markets

• Led the delivery of the new brand positioning 'Australian Beef - the greatest' and associated through-the-line campaigns
• Lead the development and delivery of integrated marketing campaigns that maintained Australian Beef’s value share leadership of the retail category across 2016 & 2017
• Stakeholder management: key point of contact for all stakeholder and agency management across MLA’s domestic marketing programs, including the delivery of a new brand positioning in 2017
• Management of annual marketing budget of $6.9m across various channels and programs
• Analysis of consumer research and performance data to optimise campaign delivery

• Implemented a new working process / structure for the Emirates account that saw a 25% increase in the agency's financial and operational efficiency in 2013 & 2014
• Reduced the death and serious injury toll to record lows for Roads & Maritime Safety (2014/15)
• Delivered integrated campaigns focussing on behaviour-change across various content platforms
• Lead strategic development and campaign execution across 4 major NSW Government accounts
• Budget management; forecasting, tracking and campaign budget management ($14m annual)
• Managed campaign evaluation and optimisation across various analytics platforms
• Managed and optimised CRM & Loyalty programs across key clients (e.g. Emirates Skywards)

• Responsible for driving uptake of digital and direct platforms, through client and staff education
• Responsible for driving uptake of digital and direct platforms, through client and staff education
• Lead campaign development, execution and optimisation across various brands and categories
• Budget management; revenue and estimate tracking, campaign budget management and reporting
• Day-to-day client relationship management; managing the development of 3 direct reports
• Pioneered agency and client education in Performance display, Social and Mobile
• Responsible for creating and maintaining presence across owned social platforms for various brands

Awards:

• One Show Entertainment award: Branded Applications (Pepsi Max ‘Top Mates’); FWA - App of the Day (Pepsi Max ‘Top Mates’; Spike awards - Bronze medal (Doritos)