LAURA BARBANTE
Mill Park
Summary
Award-winning marketing leader with extensive expertise driving impactful campaigns and leading high-performing teams. Experienced leader with strong background in leading teams, managing complex projects, and achieving strategic objectives. Excels in developing efficient processes, ensuring high standards, and aligning efforts with organisational goal to drive growth. Recognised for delivering measurable outcomes and fostering collaboration, with a strong commitment to excellence in marketing.
Overview
10
10
years of professional experience
Work History
Head of Disruptions and Marketing
Victorian Infrastructure Authority (VIDA)
08.2022 - Current
- Lead strategist on Victoria's Big Build marketing communications across brand media, creative and customer experience
- Self-motivated, with a strong sense of personal responsibility.
- Worked effectively in fast-paced environments.
- Led and mentored high-performing teams, in the delivery of a highly complex communications by driving the strategic objectives per brand within a $6 million budget in 2024, $8m in 2023 and $11m in 2022
- Established and executed the annual strategic framework for all marketing teams within a de-centralised environment requiring strong leadership and negotiation skills
- Pioneered the always-on digital, social and TV advertising strategy, streamlining workflows and delivering cost efficiencies across campaign activities
- Orchestrated innovative creative launches across television, social media, and outdoor channels, revitalising campaigns with a 91% YouTube ad completion rate and exceptional cost efficiency
- Prioritised passenger experience enhancements in operational plans, leveraging data and insights to address fatigue and improve overall customer satisfaction
- Drove measurable results: Increased prompted awareness of major disruptions from 14% (2019) to 77% (2022) and maintained 88% awareness prior to travel (2024)
- Improved sentiment towards Victoria's Big Build by 8%, reaching 63% (2024) through comprehensive and targeted campaigns
- Achieved significant digital engagement with a 45% year-on-year increase in map interactions
Acting Director of Brand, Design and Marketing
Victorian Infrastructure Authority (VIDA)
05.2024 - 10.2024
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
- Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.
- Managed budgets effectively to ensure optimal use of resources while maintaining financial stability.
- All in addition to Head of responsibilities
Marketing Manager
Victorian Infrastructure Authority (VIDA)
10.2021 - 08.2022
- Drove innovative, result-driven campaign through strategic leadership and collaboration
- Fostered cross-industry collaboration, aligning messaging based on market research, resulting in a 7% increase in positive sentiment towards Victoria's Big Build projects
- Drove continuous improvement across digital including social, Chatbots and API integrations increasing user satisfaction
- Drove workflow improvements creating efficiencies, leading to more effective paid campaign performance
- Pioneered localised marketing strategies to drive efficiencies
- Delivered measurable results: 86% awareness of disruptions prior to travel in FY22/23
- Generating 75,694 paid search clicks, a 140% year-on-year increase
- Growing organic search traffic by 609% and digital display traffic by 714%, demonstrating the success of integrated digital strategies
Disruption Experience Manager
Victorian Infrastructure Authority (VIDA)
12.2019 - 10.2021
- Launched and repositioned the Victoria's Big Build brand
- Drove a culture of consistency across all customer touch points in the delivery of disruption communications
- Orchestrated an industry-first strategy, bringing together 10 departments to drive cohesive outcomes
Senior Disruption and Communications Advisor
Victorian Infrastructure Authority (VIDA)
03.2019 - 12.2019
- Executed Find Your Plan B campaign, successfully engaging audiences through a long and short strategy
Senior Marketing Advisor
Major Road Projects Victoria
10.2018 - 03.2019
- Spearheaded the award winning Streamlining Hoddle Street campaign achieving global recognition
Marketing Coordinator, Projects
Public Transport Victoria
07.2016 - 10.2018
- Led the special events partnerships with Australian Football League and Mushroom Music as well as the biggest user generated campaign for all night transport
Marketing Coordinator
Walt Disney Australia
05.2015 - 06.2016
- Managed $2-3 million media budgets per film release for Disney, Disney Animation, Disney Pixar, Marvel, Lucasfilm, and independent films, driving audience engagement and box office success
Education
Mini MBA - Brand Management
Marketing Week
Online01.2024
Management Capability Development Program -
Rail Projects Victoria
Melbourne01.2024
Mini MBA - Marketing
Marketing Week
Online01.2020
Bachelor of Business - Marketing - Applied
RMIT University
Melbourne01.2012
Exchange Program - Business and Marketing
Hogeschool Van Amsterdam
Amsterdam01.2011
Skills
- Strategic thinker and marketing leadership
- Brand strategy and management
- Stakeholder engagement and negotiation
- Customer experience integration
- Go-to-market development across advertising, media and creative
- Social media and digital integration expert
- Innovation and continuous improvement though market insights
- Holistic project management planning
- High performing culture through training, coaching and mentorship
Teaching And Volunteering
- 2024, Brand Management tutor for undergraduates, Royal Melbourne Institute of Technology (RMIT)
- 2024, Marketing support for start-up tech company, Journey Maker
Leadership Experience
- 2024, Stage 4 Management Capability Development Program
- 2023, Stage 3 Management Capability Development Program
- 2022, Stage 2 Management Capability Development Program
- 2021, Stage 1 Management Capability Development Program
Awards
- 2023, Silver PRIA Award Government Sponsored campaign
- 2023, Customer Service Excellence Award: Melbourne Rail Loop Closure
- 2021, Victoria's Big Build shortlisted for Effie Awards
- 2020, Victoria's Big Build shortlisted for MadStars in Achievement in production, visual effects and not-for-profit/Charity/Government
- 2020, Victoria's Big Build shortlisted for The Works in film craft and special effects
- 2019, Streamlining Hoddle Street winner of three PRIA Golden Target Awards and two IABC Gold Quill Awards
- 2018, Night Network Cannes Lions Finalist
- 2018, Night Network Winner of MADC Experiential Campaign Award and AdStars Crystal Award
- 2017, Explore Melbourne by Bus Lürzers Archive award
Timeline
Acting Director of Brand, Design and Marketing
Victorian Infrastructure Authority (VIDA)
05.2024 - 10.2024
Head of Disruptions and Marketing
Victorian Infrastructure Authority (VIDA)
08.2022 - Current
Marketing Manager
Victorian Infrastructure Authority (VIDA)
10.2021 - 08.2022
Disruption Experience Manager
Victorian Infrastructure Authority (VIDA)
12.2019 - 10.2021
Senior Disruption and Communications Advisor
Victorian Infrastructure Authority (VIDA)
03.2019 - 12.2019
Senior Marketing Advisor
Major Road Projects Victoria
10.2018 - 03.2019
Marketing Coordinator, Projects
Public Transport Victoria
07.2016 - 10.2018
Marketing Coordinator
Walt Disney Australia
05.2015 - 06.2016
Mini MBA - Brand Management
Marketing Week
Management Capability Development Program -
Rail Projects Victoria
Mini MBA - Marketing
Marketing Week
Bachelor of Business - Marketing - Applied
RMIT University
Exchange Program - Business and Marketing
Hogeschool Van Amsterdam
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