Jacqueline Goode

KEY ACHIEVEMENTS

• Led brand transformation for award-winning luxury salon, repositioning Fruition with a refined, editorial identity across all digital and physical touchpoints.
• Directed the evolution of tone, visual aesthetic, and narrative style to create a unified brand experience across all communications.
• Wrote and delivered the entire content strategy and campaign ideation for web and print - driving engagement through tailored storytelling and aspirational imagery.
• Collaborated closely with stakeholders to reimagine brand architecture, including logo redesign, monochrome palette, and elevated creative direction.
• Oversaw shoot production and art direction for high-impact visual assets used across awards, marketing campaigns, and seasonal launches.
• Played an instrumental role in aligning team culture with client-facing brand values, reinforcing Fruition’s position as a leader in bespoke, luxury hair.

KEY ACHIEVEMENTS

• Spearheaded brand communications for opening a flagship leading luxury salon, executing bespoke in-store events and local campaigns that increased client engagement and brand loyalty.
• Cultivated high-value partnerships and media relationships to elevate brand visibility in the luxury hair and lifestyle space.
• Developed and implemented a brand-aligned event calendar that boosted seasonal foot traffic and social media engagement.
• Conceptualised and executed VIP in-store events designed to drive sales, deepen client relationships, and amplify brand storytelling.
• Led high-scale corporate events including a 30-year anniversary celebration integrating media engagement, influencer presence, and internal team activation.
• Led the concept-to-launch development of 'Wilde', an in-house product now core to the business portfolio, managing storytelling, event marketing, and influencer partnerships.
• Partnered an elevated coverage across trade and consumer for Fashion Week co-collaborations.

AREAS OF RESPONSIBILITY

• Manage the salon’s marketing schedule and campaign calendar, ensuring cohesive launch activities across in-store and digital channels.
• Organise and oversee all aspects of VIP and client events, from concept through delivery, including vendor and production management.
• Liaise daily with salon leadership, stylists, and external partners to align marketing initiatives with business objectives.
• Develop and distribute internal and external communications, including EDMs, social content, POS materials, and media releases.
• Coordinate media visits, press launches, and influencer collaborations to secure editorial coverage and amplify brand stories.
• Monitor and report on campaign performance, foot traffic metrics, and media coverage to inform continuous optimisation.
• Overall continue driving performance of a new location plus overlooking opportunities for the Salon group for continued growth.

KEY ACHIEVEMENTS

• Delivered strategic PR plans and exclusive VIP events, increasing editorial coverage through relationships with luxury media.
• Managed influencer outreach, partnership activations, and boutique-scale events for high-value VIP clients.
• Spearheaded brand partnerships at luxury events including Aston Martin showcases and Sanctuary Cove International Boat Shows.
• Managed Calleija’s sponsorship for Magic Millions for two years resulting in press coverage across television and print.
• Used celebrity and stylist connections to create the Calleija Suite at the Star for the Logies dressing celebrities in Calleija jewels and securing extensive press coverage across multiple platforms – television, print, social and digital.
• Partnered with Argyle Pink Diamonds on developing a top-tier level VIP event showcasing jewellery pieces that then was open to the public and private showings increasing brand awareness and press coverage.
• Wrote all content for jewellery catalogues.
• Overlooked and managed total re-branding of Calleija from conceptual stage, tone-of-voice, through to the design and implementation of all collateral and boutique re-designs.

AREAS OF RESPONSIBILITY

• Develop and implement comprehensive PR and marketing strategies to drive brand visibility and engagement.
• Coordinate all aspects of media relations, including press kits, media events, and ongoing editorial outreach.
• Plan and execute VIP client events, product launches, and partnership activations from ideation to post-event follow-up.
• Manage marketing budgets, vendor relationships, and event logistics to ensure seamless execution.
• Create and oversee content for external communications including EDMs, social media posts, and website updates.
• Provide detailed reporting on campaign outcomes, media coverage, and event ROI to senior leadership.

KEY ACHIEVEMENTS

• Developed and managed marketing strategy and budget across three brands.
• Event managed the global launch of Love Stories SwimClub at iconic Bondi Beach Icebergs hosting Amsterdam team, media, bloggers and influencers with parade and lunch. This included but not limited to management of; guest list, production company, stylist, choreographer, photographer, film, models, pre and post press release, social media plus the communication and coordination of the launch within two stores and online (VM, POS, edm, store event, social and staff training).
• Took PR in-house and achieved growth of media and stylist requests and interest via strong media relationships, seasonal launches and ensuring a timely and efficient response.
• Developed social media influencer outreach/seeding program for both Scotch & Soda and Love Stories: (Kris Smith; Tash Sefton; Elle Ferguson; The Cardinal Man; Jodi Gordon; Sara Donaldson and Sasha Mielczarek to name a few.)
• Coordination and management of Scotch & Soda within major MYER seasonal launch campaigns and parade including acquiring opportunity to dress all wait staff and MYER team for further brand outreach.
• Developed and managed materials and communication across all channels for ‘Season Launch’, ‘Mid-Season’ and ‘End of Season Sale’ such as POS, edm’s, offers, online and social media across all brands.
• Managed new format and looks for both Scotch & Soda and Love Stories online stores.
• Opened 2 x Scotch & Soda retail stores plus 1 x pop-up store, 2 x Love Stories retail stores plus 1 x pop-up store and 1 x North Sails Apparel retail store that included marketing and PR activations via offline and online channels.
• Created VIP database, profiling and CRM program for Australia.
• Worked with MYER department teams on co-op marketing initiatives for Scotch & Soda including the launch and roll-out of advertising for Australia.
• Presented to North Sail Apparel Management team in Milan strategic marketing and sales plan for North Sails Apparel in Australia.
• Attendance of Scotch & Soda and Love Stories seasonal launches in Amsterdam representing Australia.

AREAS OF RESPONSIBILITY

• Create and manage marketing plan and increase brand awareness across all brands.
• Manage advertising and placement across print and digital for Scotch & Soda.
• Manage all aspects of social media and growth analysis for all brands.
• Create and distribute edm’s for Scotch & Soda and Love Stories (Mailchimp).
• Maintain and distribute all seasonal campaign images and product images to press, wholesale customers, department stores and retail.
• Directly liaise with all wholesale customers and retail staff on all requests, communication and POS.
• Deliver product training to key customers.
• Develop and manage seasonal launches and VIP events in-store nationally including and not limited to communication via edm’s, social media, online, influencer seeding, centre marketing and advertising.
• Grow relationships with media, stylists and influencers to increase brand awareness.
• Develop and manage CRM initiatives.
• Reporting direct to General Manager and respective overseas offices.

KEY ACHIEVEMENTS

• four major and exclusive feature articles in Harper’s Bazaar, InStyle Magazine, VOGUE Australia and Marie Claire with varying angles.
• Coordinated press trips for the Editor of InStyle in Italy and Features Director of Marie Claire in New York City.
• Achieved DPS and FPC editorial for AW15 samples and did the sample buy for SS16 runway – men’s and women’s.
• Launched Special Project – Edgardo Osorio for Salvatore Ferragamo – capsule shoe collection (digital, blogger program, lightboxes, window displays, edm’s, editorial, celebrity dressing and feature article in VOGUE).
• International sample requests coordinated for key celebrities such as Cate Blanchett, Jessica Alba and Toni Collette via relationship growth of personal stylists and magazines.
• Monthly reporting to Hong Kong Regional Office: media monitoring, competitor analysis, monthly expense reports as well as continual ad hoc requests and approval process reporting.
• Worked with Finance on FC2, FC3 and Budget 2016 approval for ATL and BTL Marketing activities.
• Event managed with Crown Casino Event team, Hong Kong and Italy on a large scale shoemaking event for Ferragamo Crown Store opening.
• Was approved and hired a Marketing Coordinator (previously there was not one) and structured internal procedures.
• Coordinated End of Season Sale Direct Mail and edm materials.
• Created VIP database, profiling and CRM program for Australia.
• Worked with David Jones' department teams on co-op advertising and marketing initiatives.

AREAS OF RESPONSIBILITY

• Manage Marketing Plan and Budget.
• Manage advertising, placement both print and digital.
• Report direct to Managing Director with dotted line reporting to Regional Hong Kong Marketing & Communications team.
• Develop and manage in-store VIP and press events coinciding with seasonal drops and/or new products.
• Implement and manage CRM program to coincide with development of AU website.
• Grow and strengthen relationships with Editors-in-Chiefs, Fashion Directors/Editors, stylists and influential bloggers and personalities and increase editorial value and opportunities.
• Provide timely reports across all areas of responsibility to Regional and Corporate offices.

KEY ACHIEVEMENTS

• Successfully positioned the brand as ‘premium’ within the market place and created positive brand awareness assisting in an increase of sales year-to-year by 40%.
• Initiated, negotiated and implemented Murchison-Hume co-branded products with goop – the international lifestyle website founded by Gwyneth Paltrow. This included sets and candles with exclusive fragrances for goop, picked by Miss Paltrow.
• Implemented program for Brand Ambassadors and influencers to assist in positioning the brand as ‘premium’ (eg International: Molly Sims and Lea Michele. Locally identities such as Darren Palmer, Shelley Craft, Carmen Hamilton, Steve Cordony, Jen Bishop and Sneh Roy).
• Initiated, negotiated and implemented roll-out of Murchison-Hume x bassike Luxury Laundry Soak product with the aim to have a fashion authority endorse products and open up to fashion media and influencers.
• Achieved editorial and features in over 16 publications including elevating the brand from only Interior Design press to include Marie Claire, InStyle and Harper’s Bazaar.
• Achieved in obtaining 10+ features on Creative Director + Founder, Max Kater.
• Increased social media followings with strategic content and collaborative alignments (i.e. AURA Home).
• Analysed, implemented and rolled out CRM program for top tier customers to ensure repeat purchases.
• Devised overall Marketing Plan for two markets – US and APAC - with seasonal campaigns and initiatives.
• Developed relationships with television Art Department’s for maximum brand exposure.

AREAS OF RESPONSIBILITY

• Create, implement and manage Marketing Plan to incorporate aligned campaigns with the US HQ.
• Manage Marketing Budget for APAC.
• Provide support to all major stockists with marketing collateral and assistance.
• Increase brand awareness and position the brand as premium in the market.
• Develop and strengthen relationships with media and key influencers, educating them on the product and the benefits of using it.
• Develop communication for retail customers on product launches, promotions and offers.
• Provide content for website, social media, edm newsletters and internal communications to all key stakeholders.
• Provide direction on all photo-shoots and imagery of the brand.
• Manage Shopify website account for Australia and analyse shopping behaviour.
• Report to key Stakeholders in US and Managing Director, APAC monthly.

KEY ACHIEVEMENTS

• Developed, coordinated and managed large scale Brand Experiences for Top Tier VIP customers: Milan Fashion Show Week experiences (x3); Chime for Change Concert in London; Grammy Awards 2014 and local segmentation for Beyonce Concert experience.
• Successful development and management of bespoke VIP store activations: Gucci MTO Shoe Artisan Corner hosted by Nick Smith, GQ and Gucci MTM Suiting.
• Coordination and management of in-store events coinciding with seasonal drops and/or new products (trunk shows and salon showings) in NZ and Australia nationally (x6).
• Management and coordination of two major Gucci events working with an outsourced event company: Auckland Cup and Melbourne Cup suites.
• Delivered successful and measured 360 degree campaigns for Gucci Loafer and Bamboo working collaboratively between internal departments including social media and blogger activation.
• Increased editorial ranking from 4 to 2 therefore exceeding expectations and positioning in SCOOP reports.
• Hosted Editors and Stylists at Milan Fashion Week (x3). Included: daily entertaining, Brera Store Opening, interview with Frida Giannini, ‘The Director’ screening hosted by James Franco and MTM Fragrance launch.

AREAS OF RESPONSIBILITY

• Manage Marketing Plan and Budget including CRM and media agency for print and digital advertising.
• Manage in-house team of three reporting direct to Managing Director.
• Dotted line reporting to Regional Singapore Marketing & Communications team.
• Develop and manage in-store VIP and press events coinciding with seasonal drops and/or new products (trunk shows and salon showings) true to the Gucci brand.
• Create and manage VIP Brand Experiences identifying top tier clientele and their interests.
• Manage outsourced agency for large-scale brand events.
• Grow and strengthen relationships with Editors-in-Chiefs, Fashion Directors/Editors, stylists and influential bloggers and personalities and increase editorial value and opportunities.
• Provide timely reports across all areas of responsibility to Regional and Corporate offices.
• Discreetly liaise with local and international celebrities for all event dressing and photo-shoot requests.

KEY ACHIEVEMENTS

• Developed and implemented 360 degree PR strategy.
• Created a strategic ‘tastemaker’ program to grow the brand through cross-promotional platforms with ‘like-minded’ brands and key identities.
• Identified the need to support public relations for the Aveda salon and spa network by developing strategy and key opportunities for the Sales team to present. This strengthened a tie between communications and sales that has been non-existent.
• Wrote and distributed all brand communications both internally and to various forms of media outlets, partnering brands and companies.
• Secured eight major features within the first ten months of commencement – a big success for a brand that predominantly did not advertise.
• Developed Social Media Press Releases and support materials identifying the trend towards digital media and the lack of materials to assist in obtaining coverage in such forums.
• Managed and wrote all communications via Facebook and twitter.
• Recognised a lack of support to DOS. Developed fortnightly support materials and assistance with VIP events.
• Developed support public relations presentations to be included in National Sales Meetings and Forward Focus Meetings (which prior were not included).
• Worked with an outsourced Digital and Social Media Company to implement the Australian geo-targeted e-commerce site to the global Aveda site (including taking digital media training).
• Secured partnership with David Jones for their seasonal launches. Negotiated Today Show Morning Live Feed’s to showcase Aveda; ‘How-to’s’ and key looks for major beauty bloggers, websites, trade and consumer print media. Negotiated backstage insertion for show to be included on Videos for Qantas Domestic flights. Over $500K media value.
• Secured key Brand Ambassadors for Aveda Earth Month – Walk-for-Water event, without budget for brand ambassador endorsement. This resulted in interviews and key editorial across tv/radio/print and social media. (Ambassadors included Erika Heynatz, Brenda Moar, Shannan Ponton, Blair McDonough, Di Smith, Allison Cratchley, Penne Denison, Stephen Mahey, Josh QuongTart and TT).
• Requested to present Best Practice within the Region at the APAC PR Summit, Global Communications – May 2012.

AREAS OF RESPONSIBILITY

• Management of Communications plan and budget.
• Grow and strengthen relationship with key media and identities.
• Write and distribute all internal and external Communications to key stakeholders, network, staff and media.
• Manage media relations and any potential crisis management.
• Report monthly to Aveda HQ activities within Australia – both events and all product placement and stories secured.
• Analyse competitor editorial coverage and report monthly to Global Communications.
• Forecast quantities for all public relation products and materials.
• Develop and implement key PR objectives and resulting strategies to maximise sales and brand awareness in all domains such as hair care, make up, spa body, skin care and lifestyle products.
• Event Manage press launches on products required for a ‘hard launch’ including the media, celebrity attendance, venue and budget for the entire event.
• Secure editorial opportunities for network customers – salon and spa as a PR support function to wholesale customers.
• Analyse, determine and implement any sponsorship opportunities such as David Jones Seasonal launches, Fashion Week and Fashion Designer Look Books, Campaigns and Runway shoots.
• Maintenance of all social media communications.

KEY ACHIEVEMENTS

• Company Overview: Destination Management Company – Veneto Region, Italy
• Conceptualised and implemented a new Corporate Identity.
• Created and implemented an on-line presence that included website content and all edm activities.
• Devised over thirty tour and event packages working with both suppliers and clients.
• Wrote and distributed all Company communications to relevant media, companies and agencies elevating sales and Company profile.
• Developed and implemented a comprehensive marketing strategy and annual advertising plan to coincide with sales growth.
• Managed key media and client relationships for both events and tours i.e. Carnivale and Redentore in Venice.
• Provided all areas of event planning and management secured via International Markets (ie all markets outside Italy), and assistance of local events and tours.
• Destination Management Company – Veneto Region, Italy
• AREAS OF RESPONSIBILITY
• Organise and manage marketing initiatives and events including budgets and timelines.
• Develop and strengthen relationships with a large number of consumers, clients and suppliers.
• Devise and distribute all internal and external Communications.
• Ensure Sales growth through alternative marketing strategies.
• Create a division for International markets through relationship building and management of clients.
• Evaluate and execute all international (and local) advertising and/or sponsorship and promotional opportunities.
• Attend all trade shows developing relationships with potential and existing customers and suppliers.

KEY ACHIEVEMENTS

• Led brand transformation for award-winning luxury salon, repositioning Fruition with a refined, editorial identity across all digital and physical touchpoints.
• Directed the evolution of tone, visual aesthetic, and narrative style to create a unified brand experience across all communications.
• Wrote and delivered the entire content strategy and campaign ideation for web and print - driving engagement through tailored storytelling and aspirational imagery.
• Collaborated closely with stakeholders to reimagine brand architecture, including logo redesign, monochrome palette, and elevated creative direction.
• Oversaw shoot production and art direction for high-impact visual assets used across awards, marketing campaigns, and seasonal launches.
• Played an instrumental role in aligning team culture with client-facing brand values, reinforcing Fruition’s position as a leader in bespoke, luxury hair.
• Advised senior management on best practices in business strategy development.
• Prepared executive summaries highlighting key insights from strategic projects.
• Facilitated workshops to identify key issues and develop action plans accordingly.

KEY ACHIEVEMENTS

• ·Developed a Marketing Calendar (six monthly) that incorporated new product launches, retail store focus, secondary product focus and a retail, and wholesale offer to compliment the launch.
• Devised an extensive CRM or ‘Loyalty Program’ for retail stores as an incentive for new and existing customers to establish brand loyalty. This ranged from basic sampling through to VIP events.
• Successfully opened a luxury Aveda Day Spa with the purchase of ‘The Retreat on Spring’ by designing decals, shop fit-out, spa merchandising, treatment cards and opening offers.
• Developed and designed the Aveda stand at Sydney’s Hair Expo 2004 (and 2005), including marketing collateral, new business lead material, images, visual merchandising and platform work.
• Negotiated and devised partnerships of similar brands to maximise cross-promotional opportunities.

AREAS OF RESPONSIBILITY

• Report to the Managing Director weekly on retail store incentives – the development and tracking of them.
• Provide clients with marketing support in areas of signage, advertising and branding guidelines.
• Work with Graphic Designers on artwork specifications.
• Provide retail staff with new product updates, visual merchandising, promotional material and sales strategies.