Joanne McClelland-Phillips
Little Hartley,NSW
Summary
With 15 years of digital marketing experience, I bring expertise in Google Analytics, SEO, and business development. I’ve driven event sales by managing campaigns, fostering client relationships, and handling community events at A Reader’s Heaven, Frankie’s and Mayfield Garden. My ability to build strong partnerships and collaborate across teams aligns with the role’s focus on event planning, sales strategy, and working closely with operational teams. Strategic-thinking Business Development Manager with history of transforming inefficient, underperforming operations into successful enterprises. Accomplished communicator with talent for building over-achieving teams. Dedicated to continuous improvement and achieving market-leading results.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Business Development Manager
INZ Group Pty Ltd
01.2019 - Current
- Developed and expanded unique tourism products: Initiated a partnership with Zig Zag Railway before its 2023 relaunch, leading to the creation of the A Night to Die For: 1920s Murder Mystery on Zig Zag Railway (23 Nov 2024) event, which has already sold over 50% of tickets despite a soft marketing campaign designed not to conflict with Zig Zag Railway's October birthday event. This collaboration highlights my ability to develop immersive, themed tourism experiences that boost local tourism and drive visitor engagement. Working with Lithgow City Council and tourism operators across Lithgow and Bathurst, I aligned promotional strategies and integrated this event into a broader tourism product cluster that appeals to diverse visitor demographics, fostering sustainable regional tourism growth.
- Analysed revenue streams and optimised offerings: For Frankie's Restaurant's new catering branch, I identified weekday workshops, meeting room hires with catering, and external boxed catering—primarily from local government groups—as the key revenue drivers. I developed a local business database and launched targeted EDM campaigns promoting these services for the 2023/24 and 2024/25 financial years. These efforts resulted in a 16.25% increase in bookings compared to the previous year and acted as a gateway for promoting Christmas office party packages aimed at filling the December calendar.
- Enhanced customer engagement and sales: Implemented a streamlined gift card system, increasing the average value of gift cards from $75 to $150. I researched and integrated a platform compatible with the existing POS system, which made it easier for staff and customers to manage gift cards online, resulting in a boost in spending.
- Leveraged SEO and digital marketing strategies: Analysed SEO performance and social media metrics to drive traffic to the website, improving the click-through rate (CTR) by over 9% for high-volume keywords, while newly introduced keywords achieved 100% visibility. I used these insights to create high-performing blog content and update key web pages, resulting in steady increases in website traffic and business growth.
- Supported local business and industry development: Applied insights gained from participation in Destination NSW’s Inbound Ready Day Workshop, positioning Central West as export-ready. I also initiated discussions within the local business chamber, leading the president to plan educational workshops for local tourism operators. This initiative provided vital industry knowledge to local businesses and enhanced regional tourism engagement.
- Led award nominations and community recognition: Spearheaded award nominations, contributing to the business being a finalist in the Local Business Awards and submitting applications for the 2023 State Tourism Awards (pending results). I represented the business at community events, strengthening partnerships and boosting local brand recognition across the hospitality and tourism sectors.
Digital Marketing Coordinator
Mayfield Garden
01.2017 - 01.2018
- Led integrated tourism marketing and event collaborations: At Mayfield Garden in Oberon, I spearheaded partnerships with Jenolan Caves, Oberon Tourism and Business Chamber, and Blue Mountains Tourism to create high-impact regional events. I successfully managed the NSW Government’s Regional Event Fund for the Cold Climate Food and Wine Festival, overseeing the marketing budget, meeting all reporting requirements, and collaborating with local partners to bring an influencer to promote both our event and other regional attractions.
- Secured high-profile media coverage and editorial success: Wrote numerous advertorials for Mayfield Garden, including securing the first-ever cover story for Blue Mountains Tourism. I initiated contact with editors, resulting in a full cover featuring Australia’s largest private Box Hedge Maze. This strategic media outreach elevated the brand’s profile across the tourism sector.
- Achieved regional and state recognition through award submissions: Led the team in submitting applications for the 2017 tourism awards, which resulted in a regional win and a state-level nomination. This achievement significantly boosted Mayfield Garden’s brand recognition and positioned us as a leading destination within the tourism industry.
- Directed influencer marketing and digital campaigns: Managed large-scale influencer marketing campaigns for Mayfield’s Cold Climate Food and Wine Festival, in collaboration with regional partners. This included overseeing influencer engagement, which drove significant digital engagement and increased event attendance. Developed and optimised email marketing (Mailchimp), social media (SEMRush), and website assets to boost customer interaction and lead generation.
- Produced high-converting digital content and optimised SEO: Designed visually compelling landing pages and email campaigns to improve user experience and conversion rates, while driving traffic through effective SEO strategies. These efforts resulted in higher online visibility, improved engagement, and increased bookings for events.
- Enhanced local school engagement with educational content: Developed engaging, child-friendly workshops and educational content for Mayfield’s school holiday programs. This initiative fostered strong partnerships with local schools and boosted participation in seasonal events.
- Strategised tourism product development for niche markets: Launched new tourism products and services tailored to specific market segments within the broader tourism landscape. I evaluated industry trends and adapted offerings to maintain relevance and drive continuous growth.
- Maximised tourism exposure through creative assets: Utilised Adobe Suite to produce creative marketing assets that increased brand awareness and guest engagement, further cementing Mayfield Garden as a key tourism destination in the region.
Business Partner
A Reader’s Heaven
01.2012 - Current
- Collaborated with local government for community event development: Worked closely with Matt Bruster, former Business Development Manager at Lithgow City Council, to assist in the development of the Halloween trick-or-treating initiative on Main Street. I shared insights from my experience with Halloween in Ontario, which contributed to the successful launch and community adoption of this event.
- Initiated and led late-night shopping event for LithGlo: Spearheaded the first-ever late-night shopping event for LithGlo, canvassing local businesses for participation and securing community involvement. Organised costumes, including arranging a Grinch costume for my husband, who was featured alongside Santa, increasing foot traffic and visitor engagement.
- Continued participation in street events: Actively participated in subsequent street events, appearing in various themed costumes to boost community engagement and create a lively, festive atmosphere.
- Established and coordinated writing contest for IronFest: Created the Writing Contest for IronFest 2016, partnering with publishing houses and the Manuscript Assessment Agency to secure prizes for the Writer in Residence Award. This initiative promoted local creativity and enhanced the festival's appeal to a broader audience.
- Led marketing campaigns and community engagement initiatives: Organised a series of local cultural events, including late-night shopping, pop-up galleries, BBQs, and Storytime sessions, significantly increasing foot traffic and strengthening the business’s reputation as a community leader.
- Executed digital marketing and business growth strategies: Managed daily operations and drove digital marketing campaigns, collaborating with local businesses such as the Blue Mountains Bookshop Trail to promote tourism and stimulate regional economic growth.
- Assessed program effectiveness and adapted strategies: Regularly evaluated the success of community events and marketing efforts, recommending adjustments to maximise their impact on target audiences and ensure long-term sustainability.
Writer, Editor, and Content Creator
Self-Employed
01.2009 - Current
- Developed strategic social media content and engagement plans: Utilised tools like Hootsuite and Meta Business to create targeted social media strategies, increasing visibility and audience engagement for community events. These efforts helped build stronger local connections and boosted the reach of tourism initiatives, aligning with objectives to drive regional tourism growth.
- Hosted and produced the 'Publishing Path Podcast': Built and maintained strong professional relationships with authors and industry professionals through interviews on YouTube and Spotify, honing key communication and client relationship management skills. These abilities are transferable to building partnerships with local government and tourism stakeholders, fostering collaboration for industry growth.
- Edited manuscripts and provided content strategy: Applied content development expertise to guide writers and creators, ensuring promotional materials and online content were clear, impactful, and aligned with business goals. This experience can support the creation of effective tourism marketing content, enhancing regional promotion efforts.
Digital Marketing Writer
eSales Group
01.2016 - 01.2018
- Created engaging and high-converting content across multiple platforms: Developed compelling copy for e-commerce sites (Magento), blog posts (WordPress), and Email Direct Marketing (EDM) campaigns. By implementing ongoing optimisation strategies, I significantly increased click-through rates (CTR) and sales, a skill that can be applied to enhancing tourism product visibility and driving visitor engagement for the region.
Education
Master of Creative Writing -
Macquarie University
Sydney, NSW10.2024
Certificate in Social Media Marketing -
CSU
Bathurst, NSW01.2018
Teaching English as a Second Language -
Oxford Seminars
09.2012
Certificate in Business Writing II -
Conestoga College
06.2010
Associate Degree in Arts -
Guilford Technical Community College
05.2001
Skills
- Event Planning & Management
- Business Development & Sales
- Digital Marketing & SEO
- Client Relations & Partnerships
- Project & Team Management
- Communication & Negotiation
- Adaptability & Flexibility
- Business development and planning
- Customer Service
- Social Media Marketing
- Research
Accomplishments
- Exceeded quarterly objectives for event and boxed catering targets with already a 16.25% booked in 2024/25 over previous year through email direct marketing to local business partners.
- Won "Iceland Writers Retreat Alumni Award" as an emerging writer.
Awards
- Invited Resident, Varuna National Writers House, 2023
- Alumni Award & Bursary Winner, Iceland Writers Retreat, 2020
- Fringe Award, Eden Mills Writers’ Festival, 2011
Dualcitizenship
- Canada
- Australia
Certification
- TEFL Certification (Teaching English as a Foreign Language) - Various accredited providers.
Languages
French
Professional Working
Interests
- Documenting and sharing travel experiences
- Exploring famous landmarks, historical sites, and cultural attractions in a new destination
- Creative Writing
- Blogging
- I enjoy sketching and drawing, which helps improve my creativity and attention to detail
- Creating digital artwork using software like Photoshop, Illustrator, or Procreate
Timeline
Business Development Manager
INZ Group Pty Ltd
01.2019 - Current
Digital Marketing Coordinator
Mayfield Garden
01.2017 - 01.2018
Digital Marketing Writer
eSales Group
01.2016 - 01.2018
Business Partner
A Reader’s Heaven
01.2012 - Current
Writer, Editor, and Content Creator
Self-Employed
01.2009 - Current
Master of Creative Writing -
Macquarie University
Certificate in Social Media Marketing -
CSU
Teaching English as a Second Language -
Oxford Seminars
Certificate in Business Writing II -
Conestoga College
Associate Degree in Arts -
Guilford Technical Community College
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